For Sky, we transformed the launch press conference for X Factor 2025 into a fully immersive experience. The goal was to surprise journalists and guests with an unconventional format — one that celebrates talent right where it all begins for bands and singers: at school.
We chose the gymnasium of the Liceo Artistico Umberto Boccioni in Milan as a symbolic setting — a place where dreams take shape and young talents first perform.
Surrounded by students, teachers, journalists, influencers, and judges, we turned the press conference into a live show, carefully crafted down to the smallest detail.
The result was an event that blended storytelling and emotion with a meaningful, tangible gesture: the donation of a brand-new music classroom to the school.
Event concept and creative direction
Location scouting and set design
Live event direction and production
Journalists and guests in attendance
Students involved
Talents surprised
