F.lli Magro
F.lli Magro
The project
Founded in 1988 by Sandro and Mauro, F.lli Magro is an international benchmark in bespoke, high-end packaging. Specialising in flexographic, UV, and hot foil printing on premium papers, the company serves luxury sectors including fashion, wine, fine jewellery, and cosmetics.
Thanks to the seamless blend of technological innovation and a bespoke, tailored approach, the brand today delivers creative solutions with uncompromising quality for leading brands across diverse industries.
The request
Rethinking F.lli Magro’s presence in an increasingly complex competitive landscape, focusing on the key differentiators that set the company apart: expert consultancy in crafting the ideal tissue paper for every product and sector, proven expertise in delivering highly customised and tailor-made solutions, and a blend of manufacturing passion and quality backed by state-of-the-art technology.
The strategy
To enhance the company’s versatility and market positioning, a project integrating creativity, web development, and AI was developed, culminating in a new multi-language website.
The creative campaign, optimised in both design and content, leverages artificial intelligence to showcase the ability to create bespoke solutions for diverse sectors. Additionally, a dedicated new photo shoot presents the company, its services, and its modus operandi in detail.
You imagine it. We wrap it.
The Communication Concept
Whatever can be imagined, F.lli Magro can wrap. From this core concept, expressed in the tagline “You imagine it. We wrap it”, stems a high-impact creative campaign.
The true star of the campaign is paper which, through the company’s deep-rooted expertise and advanced technologies, transcends the physical limits of the product to wrap entire worlds. With its unique textures, colours, and weights, paper ceases to be a mere detail and becomes an integral part of the object itself, elevating its perceived value.
Generative AI to Support Creativity
The campaign was produced leveraging artificial intelligence. Serving as a fundamental support to the team’s creative capability, the AI was carefully prompted to generate key visuals that would best convey the imaginative essence defining the concept, bringing the creative vision to life in an original and impactful manner.
The use of generative AI tools enabled the creation of several key visuals: an overarching master visual capable of capturing, at a single glance, the various “worlds” in which the company operates, as well as dedicated visuals for each of F.lli Magro’s core sectors, instantly communicating its versatility.
New images to showcase the company
To detail and highlight the various processing stages, the meticulous attention to detail, and the comprehensive nature of the service offered, a dedicated photo shoot was carried out to produce imagery specifically tailored for the website.
From content research and preliminary planning to style moodboard creation and on-site art direction, the project encompassed every single stage of the photography service through to final image post-production. The shoot—which also incorporated drone photography—provides a complete overview of the company (capturing both interior and exterior spaces), the showroom, the machinery, the production processes, and the finished products.
A collaborative and comprehensive project
The project delivered for F.lli Magro perfectly embodies SAY’s commitment: collaborating closely with the client to bring innovative, comprehensive communication solutions to life that authentically express the brand’s identity.
Born from the synergy of diverse expertise across strategy, creativity, development, and design, the “You imagine it. We wrap it” campaign is also the result of the insights gained in the field of artificial intelligence—an area subject to continuous research and exploration by the entire SAY team.
Behind every detail lies a solid foundation: the new website
The development of F.lli Magro’s new website was driven by the integration of an advanced CMS and cutting-edge technologies, enabling the creation of a high-performing, scalable platform designed to adapt over time to the client’s evolving needs. This architecture reduces back-end technical complexity while supporting SEO and accessibility requirements right from the outset.
The modular approach adopted during development ensures seamless management, ongoing updates, and the flexibility needed to support the growth of the company’s digital presence, all while maintaining high standards of reliability and usability.
