Objective: Develop a locally focused content campaign with global reach to build awareness of Venetian craftsmanship and craft-led brands, within a limited budget and timeframe. Create a curated, craft-led guide to Venice for the international luxury traveller.

Approach: Deeply focused effort on documenting the heritage, crafts and people of Venice, and communicate their story through rich multimedia visuals. Sourced, interviewed, produced audio and video assets, and wrote about a curated group of local craftspeople, brands, museums, creative entrepreneurs, hospitality partners and cultural organisations, all engaged in Venetian craft and culture.

Solution: During the 2025 Venice Carnival, I travelled to the floating city to meet, interview, and document the city’s artisans — from mask-makers during their busiest season of the year to the last generations of lacemakers trying to pass on their craft. Building relationships with 8 local partners and tapping further into their networks, I captured tailored cultural insight into the best brands, makers, artists, and experiences that Venice has to offer. I created a guide and a suite of educational multimedia content around Venetian making in past and present.

I also led creative strategy and launched a multi-partner social activation to raise awareness for craftsmanship among a wide collective audience.

Result: A unique, multimedia guide (links below) to alternative travel in Venice, leveraging its cultural assets, craft-driven brands, creative entrepreneurs and heritage, produced for Monocle’s travel and cultural programme and Breathe Magazine, with a reach of 1M+.

Beyond press coverage, I created an opportunity to build a network among local stakeholders and create multi-partner social activation to further promote Venetian craft brands and cultural organisations.

The success of the project led to further commissions and eventually, a travel series with Monocle following a similar approach, in Tuscany, Naples, Oxford, Hastings, and Marrakesh.