Telling the story of one of the most recognizable rituals of Italian daily life through images capable of capturing its spontaneity, conviviality, and desirability. This is the challenge taken on by REACTIVEDOTS, the production and creative development studio of Simpol. the reactive agency, for Peroncino, the Peroni beer designed to accompany the aperitivo moment.
The aperitivo thrives on simple gestures, conversations, shared food, and connections. The starting point of the project was therefore to showcase Peroncino within credible situations, maintaining the natural feel typical of this moment while building images capable of highlighting the product from a commercial perspective as well.
The product had to become the star of the scene without appearing out of place. Hence the choice to work with two settings, a bar and a home space, capable of representing different consumption occasions through a warm, dynamic, and spontaneous visual language.
For REACTIVEDOTS, the work began long before the cameras were turned on. This phase highlighted the studio's approach, which combines the creative vision of an agency with the operational discipline of a production house: location scouting, casting, outfit selection, art direction, set design, and food styling were managed as parts of a single process, conceived from the start to build a cohesive visual narrative.
The bar was completely redesigned and branded, while boards, props, and food compositions were crafted to engage with both the product and the imagery of the Italian aperitivo.
The photo production was shot with a Hasselblad, chosen to precisely render elements like glass, foam, and condensation. The video footage was shot in RAW, allowing for greater freedom during the subsequent color grading and post-production phases.
Using indirect and reflected lighting techniques, the set recreated a warm, natural atmosphere inspired by sunset light, consistent with the time of day associated with the aperitivo. The lighting helped make the scenes warm and authentic, keeping Peroncino at the center without making the shoot feel overly staged.
Photos and videos were designed from the outset to adapt to different uses. The production included vertical and horizontal formats and assets for POS, trade communications, e-commerce, digital media, and events, ensuring the brand has a consistent content system that can be used across multiple channels.
Peroncino is a project that perfectly embodies the way REACTIVEDOTS works: production is considered alongside the initial concept from the very first stages, allowing us to maintain greater control over the quality and consistency of the final result. In a shoot like this, every choice—from the location to the lighting, from the styling to the final format—contributes to building a cohesive narrative. It is precisely this continuity between creative thinking and execution that sets our approach apart.
Simone Arena, CEO of Simpol. the reactive agency and Creative Director of REACTIVEDOTS
