Juventus Live Shopping
Italy's first live shopping event by a football club.
Italy's first live shopping event by a football club, where every shirt was one tap from the cart.
A new collection, and a new way to sell it.
For the launch of the new kits and the LFSTLR collection, adidas, Fanatics and Juventus wanted more than a drop announcement. They wanted fans inside the launch, with exclusive content, limited-time offers and surprise guests, all live and all shoppable on the spot.
“Spontaneous, but structured.”
Live shopping lives on rhythm. Too scripted and it turns into teleshopping, too loose and nobody buys. We needed the energy of a matchday broadcast with the precision of an e-commerce funnel.
A show first, a shop second.
We wrote the live like a real show. The running order cut between the studio and pre-recorded clips: the designers presenting each kit, the players seeing the shirts for the first time, a stylist showing how to wear them off the pitch, and the host leaving the studio, phone in hand, to pick up an exclusive drop from the training centre.
Each kit had its own unveiling, and the moment it was on screen it was already in the cart.
A broadcast look loud enough for a phone screen.
I drafted the branding proposals (Juve Drop Live, The Drop Zone, Live from the Pitch) and the on-screen system for the show: a typographic countdown for the opening titles, framed cards for every kit and guest, and pop-up calls to action like New drop, Special live offer and Don't miss out.
We designed everything twice, for the 16:9 player and for vertical, so the show worked just as well on a laptop as on a phone.
From render to studio.
A black, industrial set built around the kits, with grid panels, clothes racks, display units and white and pink neon strips. We visualised it in both formats before ordering a single piece, then built it for real.
From the first idea to the last frame on air.
- Creative direction and show script: the concept, the tone, and a running order that felt spontaneous but still hit every product moment.
- Branding, set design and on-screen graphics, all built around the collection.
- Live production: multi-camera setup, lighting, audio and real-time AI subtitles, directed live.
- Platform: Smartzer, so viewers could watch, interact and add to cart without leaving the stream.
Results
- Based in
- Milan, Italy
- Currently
- Senior Art Director at INDACO
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