In Maserati’s new global film, Alessandro Del Piero drives a GranTurismo through an almost empty New York toward a stadium in New Jersey. There is no dialogue or sports footage, so the entire narrative relies on the drive, Del Piero’s concentration, and the sound of the Nettuno engine.
The film Never Stop Dreaming was created in collaboration with the international independent agency Migrante, which developed and produced the entire campaign in ten days. It was released on 19 July, on the day of the FIFA World Cup 2026 final, and is currently available on the brand’s digital and social channels.
According to Cristiano Fiorio, chief marketing officer of Maserati, the film was conceived as a tribute to Italian excellence, craftsmanship, and the people who use past achievements as the foundation for new ambitions.
Although Italy has won the world championship four times, it did not participate in this year’s tournament. The campaign uses this fact as the starting point for two parallel stories. One is about the Italian passion for sport and the expectation of returning to the global stage, while the other is about Maserati, which aims to strengthen its position in the global market with a renewed model line-up.
Del Piero connects the sporting and automotive sides of the campaign without directly addressing the audience or appearing in a testimonial format. His role is limited to the journey toward the stadium, while the GranTurismo represents the brand positioning summarized in the message The Italian GranTurismo: Effortless Luxury Performance.
The film’s production relied entirely on AI technology. The agency’s international team used this approach to complete the campaign within a timeframe that allowed it to be released alongside the final, while retaining the visual style and sense of Italian elegance associated with Maserati.
Leo Ricagni, founder and CCO of Migrante, believes the ten-day production process demonstrates how important it is for campaigns tied to specific events to recognize the moment and respond while it is still relevant.
