ARIA – A Creative Hub

ARIA – A CREATIVE HUB

By Jenna Wilen
Photo of ARIA team member Alessandro Arseni by Sophia Wong

Spring 2016 study abroad student Jenna Wilen reflects on a recent class visit to Aria, a prominent advertising agency in Florence.

In April, our Writing for Digital Media class embarked on a visit to ARIA, an advertising agency that also employs the course instructor, Beatrice Santini. After Santini exemplied the knowledge and skills she has gained during her experience working at ARIA, it was an extremely informative visit for the students to gain familiarity of her work atmosphere and get a better sense of the company’s aim.

Located at Via Gino Capponi 26 in Florence is one of ARIA’s three advertising locations, which also include Milan and Naples. Founded in September 2010 by Niccolò Donzelli and Michele Pecchioli, there are professionals within each specific topic that create the ARIA advertising agency as a whole as a creative hub. Such examples of these departments with one or move individuals focuses on an art director, a young digital team, a copywriter, media planner and a creative team.

Collectively, ARIA’s team works together to create videos, narratives, and images according to their client’s personal wants and needs. ARIA professional success is due to its ability to create unique storytelling for clients through creativity, innovation, and passion. Though there is specifically a creative team and a digital team comprised of young adults who bring in a fresh perspective, each individual of the ARIA team is creative and is essential to the agency’s success.

What truly makes ARIA unique and unlike any other advertising agency is the focus on nature, specifically sustainability. Team members pride themselves on their core values of volunteering, understanding, and exploring the contemporary culture. These values allow the team to not only create awareness but to have a constant value that differentiates projects. ARIA takes inspiration from the late environmentalist David Brower: “We do not inherit the Earth from our ancestors. We borrow it from our children. The earth is the air we breathe.”

Within minutes of arriving at the Florence ARIA office, there was an immediate awareness of the specific jobs taking place in two main spaces, with the employees coming in and out constantly. As well within the first few minutes of arriving, one could tell that each creative individual had knowledge and experience that could be shared with anyone. It was evident throughout the experience that communication between the entire team is vital to ensure advertising success. This requires interaction through the web, but more importantly verbally, which creates a lively environment where new ideas can form to propose compelling products for clients.

For students from creative backgrounds, especially in the video making process, the visit was an interactive experience. Company videographer Alessandro Arseni portrayed the original, imaginative, modern videos that he edits. Not only did the short videos fully portray the ingredients desired by the client, but also kept each student intrigued through the narrative style and the use of color, setting, and editing of frames.

Experiencing a real life advertising agency was a wonderful experience that all could enjoy. From the creative focuses on video production or creating content to the business side of copywriting, anyone who walks into ARIA’s advertising agency can gain new knowledge and understanding.

ARIA ADVERTISING
Via Gino Capponi, 26 - 50121 Firenze
Telephone number: +39 055 2343287
Email: This email address is being protected from spambots. You need JavaScript enabled to view it.
Web: www.ariadv.it