Campagnolo
Campagnolo commissioned Conductor to conceive and deliver the global launch campaign for Record 13, their new 13-speed wireless groupset. The product shares its platform architecture with Super Record 13.
Record 13 carried a specific creative challenge. It shares its engineering DNA with Super Record — same shifting intelligence, same wireless architecture. The instinct in product marketing is to compare, to position one against the other, but we believed that comparison diminishes both products. Our job was to give Record 13 its own voice, its own world, its own reason for being chosen.
Record 13 is designed in Italy and made in Europe. That origin story needed to be more than a line of copy — it needed to shape everything the campaign looked and felt like. We turned to Italian cinema for the answer. Antonioni's treatment of landscape as emotional subject, Guadagnino's ability to make a single object carry the weight of an entire scene. Sorrentino's warm, memory-grade light and Fellini's direct acknowledgment of the camera. These references were the creative tools that elevated Record 13 into the same visual register as its high-end cousin, and placed the campaign in the world of design and culture rather than product marketing.
"From the Same Stone" is the idea that the best Italian craft draws from the same cultural tradition. Stone, machine aluminium, a road carved through a mountain — different expressions of the same origin, the same intention.
Running through the campaign is the motif of "one more." Thirteen gears, but it more than a spec sheet number. Record 13 is built for the rider who always goes one more. One more climb. One more hour. One more ride. The film closes on that instinct. Andiamo. One more.
We developed the campaign across film, still life photography, CGI, landing pages, OEM and dealer decks, press materials and social content. The hero film was shot on location in the mountains around Campagnolo’s home in Vicenza with our production partners KIN Studio, who handled stills, video operations, location scouting, production and edit. The groupset's own mechanical sounds — lever clicks, derailleur response, cassette harmonics — were recorded and built into a bespoke score.
Eight weeks from brief to embargo lift. Everything delivered on time, under embargo, for a simultaneous global launch.
