When Nove25 reached out to us, it opened a door we hadn’t crossed before. Until then, we had worked on single, focused projects, but this time we faced the challenge of creating a full advertising campaign. It was a huge gift.

By chance, shortly after, we were about to leave for New York to shoot the Weed’d documentary. So it felt natural — almost inevitable — to take advantage of the city that, more than any other, carries all the aesthetic and energy we were looking for. That’s how “One Way” was born, Nove25’s campaign inspired by the iconic New York street sign. A unique, strong, determined direction, just like the brand’s vision, which for over twenty years has built its path in jewelry without ever wavering.

We imagined everything from scratch: from creative direction to styling, from casting models to fully organizing the shoots. Using film allowed us to capture that authentic texture Manhattan offers, which also felt perfectly aligned with Nove25’s identity.

On this journey, we were supported by Riccardo and Samuele, who are not just colleagues but true friends, and I want to mention them because without them this campaign wouldn’t have had the same breadth.

As I’m sure it is for many, moving from Milan to work in New York was like a small dream come true. Nove25 is a brand that marked my adolescence. Entering their headquarters, meeting the people behind the scenes, and seeing how they built a brand that goes beyond products to become an attitude, a way of being, was incredibly inspiring.

A project that made us realize how much we enjoy thinking big, setting complex machines in motion, and seeing a visual universe come to life from a shared idea.