IF! offers many opportunities for education, inspiration and meetings.

Browse the calendar to discover them all, and register now to book your place.

  • 8/11

  • 9/11

  • 10/11

  • 11/11

  • 12/11

  • 13/11


10:00AM - 11:30AM, November 8

Creative Works, Effectiveness Works, YouTube Works

Giacomo Zanni

Creative Lead – Google
LANGUAGE: italian

LIMITED ACCESS: n°99 participants

How does a video work on YouTube? Why are some campaigns more efficient than others? Is there a creative formula that can guide us in producing our campaigns?
This workshop is devoted to the fundamentals of YouTube to create effective campaigns that engage the user and achieve business goals.
The second part of the workshop is devoted to discovering the categories of YouTube Works, the award that recognises the best campaigns on YouTube.

Giacomo Zanni

At the age of 20 he began to take his first steps in the world of television as a programme editor. He discovered a world, he discovered a trade. He attended the Civica Scuola di Cinema Luchino Visconti where, during his studies, he created a programme that would be broadcast on Rai5 (2 seasons), and a documentary for Sky Arte, "Attori o Corsari". In 2013 after finishing school, with colleagues he created the YouTube channel Zootropio. The channel’s first video "The 14 Stereotypes of Soccer", exceeded one million views in its first week. From then on he devoted his time to YouTube Zootropio, which in just over three years produced over forty branded content videos and commercials for cinema and television. In 2015 he made his first short film "Silent Love", which today boasts more than ten million views across the world.

Among his latest work he helped writer Roberto Saviano create his YouTube channel. Since 2018 he has been working at Google, today in the Creative Works team as a Creative Lead in support of brands and agencies.



12:00 PM - 1:30 PM, November 8


Filippo Losito

Writer, lecturer, expert in narrative structure and lateral thinking
TARGET: Creatives


LIMITED ACCESS: n°60 participants

Companies have always developed their own idea of the future. The future is a need and a central theme for human beings, especially in times of crisis. In this perspective, the crisis at both an individual and collective level is an invitation to actively choose to open the doors to desired change. Crisis is at the heart of every story. The biological roots of storytelling enable us to understand how every act of communication is an act of fiction capable of producing a physical change in reality and in people. Here lies the counterfactual and transformative power of narrative. The construction of new narratives is a profound need for human beings and the most effective action that can be taken  to train the mind to aspire to and prefigure change. 

The workshop aims to use storytelling and its counterfactual power as a tool to generate new narratives of the future and help us understand how to anticipate events and rebuild, to achieve our desired scenarios in professional, strategic and personal contexts.


Filippo Losito

He has a degree in Philosophy, Modern Philology and DAMS. He graduated with a scholarship from the Holden School. He has published short stories in anthologies and magazines. He wrote the novel Daddy Cool (Compagine, 2014). He translated and edited the Italian edition of Stand-up comedy, the new American literary genre (Sagoma, 2016). For the screenplay of Abbiamo tutta la notte he won the "48 hours Rai Awards". He is co-author of 6Bianca, a six-part theatrical drama produced by the Teatro Stabile di Torino in 2015. He has written for live shows and television (Zelig Lab, Copernico, Comedy Central) and is one of the founders of Comedy Studio, the first school for stand-up comedy in Italy. He directed the format Cambio pelle ma non te (Real Time, 2018). He has coordinated projects for, Generali, Sky, Fox, Feltrinelli, Save The Children, Telecom, Juventus, among others. He has lectured at: Wired Next Fest, Salone del Libro, Festival della Mente. His recent publications: Stand-up Comedy (Dino Audino) and Fata e Strega (Edizioni Gruppo Abele), written with Carlo Freccero, finalist for the Estense award and Umore e pensiero laterale (Egea Bocconi). He developed the Storycounseling® method, which combines stroytelling, counselling and coaching.



04:00PM - 05:30PM, November 9

Real-Time Virtual Production

The new frontier of film production for live entertainment is based on Unity. In this session of the workshop we take you inside this technology to show you the creation of a virtual set for productions with chroma  key.
Oliver Pavicevic - University Lecturer, Technical Artist and Unity Developer
LIMITED ACCESS: n°100 participants

In this workshop we will take you through the construction of a virtual set, setting the lighting and creating chroma key content using the Unity game engine. The course will cover use of new technology and methodology for live events.


10:00AM - 11:30AM, November 9

Strategy: oxygen of ideas.

Valentina Bussolari, coordinatrice Centro Studi UNA 

(coordinator UNA Study Centre)

Creative effectiveness is under discussion. Planning is increasingly in the hands of machines. The sacrosanct attention to ROI intensified in the increasingly short term does not guarantee constant growth results for brands. A breath of fresh oxygen for more effective ideas can come from strategy. The workshop will illustrate the pillars of a strategic pathway and how the different output of a brand, media and digital strategy can connect to feed more effective and efficient creative development.

12:00AM - 13:30AM, November 9

AR Spark Workshop

Patricia Consonni – Creative Agency Partner Facebook
Rob Meldrum - Creative Innovation Lead Facebook
TARGET: tech, creatives
LIMITED ACCESS: N 50 participants

A workshop dedicated to the study of AR & VR trends, combined with a practical
training on the use of Spark AR.
It is suggested to download Spark AR on your computer to participate interactively in
the session.

2:00 PM – 3:30 PM, 9 November

Serif, Brutal and Italics: how to use typeface in the pop digital era

Francesco Canovaro e Cosimo Lorenzo Pancini, Type & Creative Directors, Zetafonts con Francesco Guerrera, Chief Creative Officer, Different e Consigliere ADCI

TARGET: Art & Creative Directors, Brand developers, Graphic Designers


LIMITED ACCESS: n°70 participants

In writing a message, the choice of typographic composition determines the expression of the communicative tone.

Just as verbal tone in conversation suggests intent, in visual communication, together with the type of copy, it is the typographic choice that intones the message and renders it effective. It allows you to best express the identity of a brand, the quality of a product or the concept of an event.

Serif, Brutal and Italics, with anecdotes and curiosities, will present numerous examples of the ways in which typography can be used to better inform and to communicate more precisely and effectively.

Participants will be provided with physical materials with which they will be guided in the creation of artwork on a specific theme.


12:00 PM - 1:30 PM, 10 November

How to write a game brief (and other one-of-a-kind activations)

Nicoletta Besio, Sales Director – Italy and Ricardo Caetano, Brand Partnership Studio Lead EMEA 
TARGET: brand clients, agencies, creatives, marketers in digital marketing, social media marketing at all levels.

LIMITED ACCESS: N 100 participants


Twitch is the place to be. As the world’s leading interactive live streaming service, there is a huge opportunity for brands on the platform. The audience understands how brands support the streamer ecosystem and are very receptive to authentic, entertaining content when brands get it right. Join Nicoletta Besio, Sales Director Italy, and Ricardo Caetano, Brand Partnership Studio Lead EMEA as they deep-dive into Twitch’s unique service, the many different ways to work with Twitch to create iconic initiatives and how to put this all into practice in a brief. The workshop will provide best practices and creative process tips for creating community-driven partnerships and wonderful activations.


2:00PM - 3:30PM, November 10


The wonderful transition of video clips between past, present, and future.
Moderated by Giovanni Esposito – AIR3.

With Pepsy Romanoff, Marco Salom, Stefano Poletti, Marco Mucig: registi AIR3
Videoclips were born as a pure advertising form at the service of music (it still is), but over the years it has changed shape, first by “killing the radio stars” to create a real self-sufficient business model on social networks. They saved the record industry and revolutionized the concept of product placement to the point of contaminating viral content and fashion films. We are talking about the simple VIDEO CLIPS, which their pure and simple form have led to documentaries and mini series. We talk about it with some of the most active directors of the industry, with a reel that ranges from mainstream, to indie, from Liga to Sfera, from Vasco to Punkreas.


10:00AM - 11:30AM, November 11

Entertainment and Brand Partnerships

Stefania Duico, Marketing Partnerships Director Italy&Greece
TARGET: CMO, Brand Manager, Content Manager 



When a brand and a story find an organic meeting point, a brand partnership develops and manifests itself in all its power. Through several case histories, we will discover how creativity and authenticity are at the base of partnerships that put brands and stories at the centre of the cultural conversation .

12:00AM - 13:30AM, November 11

What is Reality? The possibilities in integrating new technology and production processes

1806 Agency will develop together with three important industry representatives a journey into the metaverse. Anrick Bregman will open with an introduction on the future of the metaverse. Then Rodrigo Hurtado with Frankie Caradonna in Milano will show new techs in building new digital worlds.

Anrick Bregman -   Director and Founder of Studio ANRK ; Rodrigo Hurtado - Studio Co-Founder and XR Creative Director; Frankie Caradonna - Director; Alessandro Pancotti - Creative Producer and Production Consultant from 1806 Agency
TARGET: Creatives, CD’s , Marketing Managers, Producers, Art-Buyers, Content Creators, Production Consultants


LIMITED ACCESS: n°70 participants

The new world is about to be unveiled. What until now was thought to be relegated to the world of video games and nerds will become one of the many possible ways and worlds to express and communicate. 1806 Agency is ready for the new challenge and its restless research in innovation brings to the table three important industry representatives. Anrick Bregman, Director and Founder of Studio ANRK (an award-winning immersive production studio) moving from the basic question of what is reality? will discuss the future of the metaverse as he sees it from a philosophical p.o.v. to the real applications for brands and the Industry. Then Rodrigo Hurtado Real-time XR Creative Director in connection with Director Frankie Caradonna will explain the possibilities of the new techs (integrated with off line technologies) in building digital worlds and metahumans. They will highlight the differences between this and the regular production process. Using Unreal Engine they will show live how flexible and efficient this production process is. In the last part the participants will be able to interact with Frankie and Rodrigo to manipulate the variables in the simulation in order to directly experiment the easiness of the systems. There will a brief q&a time with the three hosts.

2:00PM - 3:30PM, November 11

Sync different: musica e comunicazione nel 2021.

How to choose the right soundtrack for a spot, a social video or a long video in a short time and with a reduced budget available? Can you renounce the evocative value of a famous song? A journey through the strengths and weaknesses of music libraries, their growth and the legal aspects of their use.
Tiziano Lamberti, Founder e CEO
The evolution of the media and the declining time of use of content have led the world of creativity to realize increasingly faster campaigns and publishing products. How do we choose the right soundtrack for a video in a short time and with a reduced budget available? How do we renounce the evocative value of a famous song in favor of a creative and inspirational choice? The challenge is important and not at all trivial. A journey through the strengths and weaknesses of music libraries, their growth and the legal aspects of their use.

SOLD OUT- Book a spot in the reserve list

9:00 PM - 10:30PM, November 12

Grande Venerdì di Enzo – Edizione XII

Art Directors Club Italiano
LANGUAGE: italian

LIMITED ACCESS: n°60 participants
On November 12th, from 9pm to 10:30pm, the GVDE is back in town. This year again, the largest national portfolio review returns to bring together aspiring young creatives, with some of the best professionals in our sector. Just like Enzo Baldoni did every Friday afternoon.

This 12th edition will be a trip from city to city throughout the country: the interviews will be completely online and the young people will be able to take advantage of this opportunity to have a face-to-face with the most awarded Italian creatives from Milan, Turin, Bologna, Rome, Naples, Bari and Palermo.

The seats immediately SOLD OUT! But do not despair, you can still take a spot in the reserve list: in the event of a forfeit of any participant we will contact you immediately to notify you of your repechage.

10:00AM – 11:30 AM, 13 November


LIMITED ACCESS: n° 20 participants

Back for the fourth consecutive year, the format that gives young creatives and communicators the chance to spend 15 minutes each with the CEO of an agency (media, advertising, PR, events) to ask advice of any kind, whether it be what path to take, what objectives to set themselves or simply how an agency works. A virtual chat roulette in which experienced (and successful) people make themselves available to those who want to start a career in the world of communication or those who want to try a new work experience.


12:00 PM – 1:30 PM, 13 November


LIMITED ACCESS: n°30 participants

In addition to UNA’s successful event at IF!, "The Wise CEO", in which young creatives and communicators had the chance to meet agency CEOs and talk with them for 15 minutes, since last year with the same mechanism young aspiring managers and young communicators who are planning a career in marketing, have the opportunity to meet the marketers of some of the major UPA member companies.

Fifteen unmissable minutes in chat roulette mode, prodiving a unique opportunity to understand how you get to do high-level marketing in a company. It will not be a job interview, but a one-to-one orientation meeting, in which experienced and successful professionals make themselves available to those who are approaching the world of work and/or intend to undertake new professional experiences: advice of all kinds, on the right path to take, on what objectives to set oneself and on what skills companies are looking for today. But it is also an opportunity for CMOs to have direct contact with those who will become the managers of the future. All through Google Meet in streaming mode, which we have all got used to using just recently.