Magnum Pleasure Express

Magnum Pleasure Express: a launch aboard a tram

To introduce the Magnum Pleasure Express range, the brand transformed a historic Milanese tram into an ice cream experience. The 2024 campaign introduced Euphoria, Wonder and Chill in a setting that brought the world of Magnum into the city.

My coverage follows the experience on board: tram details, guests, tastings and portraits. Spaces, products and people are part of the same story, with Milan beyond the windows reflecting the travelling nature of the initiative.

Photography for product launches and brand experiences

A live activation makes a brand’s identity tangible. The photographs need to show both the concept behind the setting and how people experience it, giving the product space without losing expressions and interactions.

I photograph product launches, press events and brand experiences in Milan. With agencies and communications teams, I plan coverage of the setting, guests and product interactions around the images needed after the event.