Communications/social media project at the San Domenico Resort in Varzo
An ambitious project that respects nature and people.
It all began in 2009 with the idea of creating a place to welcome true mountain lovers, especially those seeking unspoiled, quiet, and stress-free nature. Today, San Domenico has taken shape and represents a consolidated project based on eco-sustainability and environmental enhancement, continually growing and evolving.
PRE-PRODUCTION PHASE (Conception and Planning)
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Content Planning: Definition of the visual concept to convey the resort’s integrated experience (skiing, snowshoeing, hospitality, food, and new facilities).
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Site inspections and scouting: Identification of key locations between San Domenico di Varzo (1420m) and Alpe Ciamporino (2000m) to plan the best times of day (dawn and “golden hour”).
EXECUTIVE PHASE / FIELD SHOOTING (Winter 2024 – Spring 2025)
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Action and Ski Lift Footage: Dynamic ski slope footage, including both inside and outside cable car and ski lift footage.
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Drone & Alpine Cinematography: Using drones to capture 360° aerial panoramas of the Lepontine Alps and the Veglia-Devero Natural Park.
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Lifestyle & Hospitality: Video coverage of hospitality services, mountain bars/restaurants, ski instructors, and village life in San Domenico.
POST-PRODUCTION AND EDITING PHASE (2025)
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Editing & Sound Design: Video editing by Ruggero Longoni, with music synchronization and sound design (snow sounds, mountain environment).
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Color Grading: Color correction to enhance the lights of the snow, the high-altitude sky and the typical Alpine atmospheres.
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Multi-Format Adaptation: Creation of diversified formats (16:9 horizontal for website/YouTube/TV and 9:16 vertical for reel/TikTok/Instagram) intended for the promotional campaign of the 2024/2025 season and subsequent ones.
Brand Identity
The rebranding and restyling of the brand identity for San Domenico – Feel the Nature represent a fundamental evolution in positioning the San Domenico di Varzo resort not only as a ski area ( San Domenico Ski ), but as an integrated Alpine destination resort active 365 days a year .
The positioning revolves around the payoff “Feel the Nature ,” a claim designed for both a national and international audience that encapsulates the deep connection with the pristine environment of Alpe Ciamporino and the Veglia-Devero Park. The restyling was curated by Giorgio Deponti, graphic designer at Tracce.tv.
Social Media Campaign
Editorial Strategy and Content Pillar
To express the claim “Feel the Nature” during the cold season, the editorial plan was based on four conceptual pillars :
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Live Action & Ski Experience: Dynamic reels of powder descents, ski lift rides (from the Varzo cable car to Dosso), snow parks, and on-slope events for winter sports enthusiasts.
- Nature & Slow Winter: High-impact photos and immersive clips focusing on the silence of the Lepontine Alps, snowshoe hikes to Alpe Veglia, and sunrises/sunsets on the snow (“Alpine Glow”).
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Hospitality & Taste: Content dedicated to relaxation at high altitude, traditional Ossola dishes in refuges (e.g., Rifugio 2000, Hotel La Vetta), and the hospitality of locals.
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Info Utility & Snow Report: Real-time updates on weather, snow reports, and slope and lift opening status via Stories and Broadcast Channel.
The visual communication focused on the new San Domenico–Alpe Ciamporino automatic coupling cableway (inaugurated in December 2024 with an investment of over 20 million euros) represents a strategic turning point in the story of the San Domenico – Feel the Nature brand.
Through photo reports, documentary videos, and social media clips, the narrative didn’t just showcase the final result, but accompanied the community throughout its entire construction journey, highlighting the engineering effort, the system’s advanced features, and its impact on the visitor experience.
1. The story of the construction site and the engineering challenges
Before the inauguration, the visual communication aimed to highlight the complexity and spectacular nature of the construction work carried out between the village of San Domenico and Alpe Ciamporino:
2. Narrative of features and customer experience
Once the system was completed, the photo and video content focused on the “qualitative leap” that the new infrastructure guarantees to skiers and hikers:
3. Coverage of the Inauguration and Official Opening
The inauguration event (held on December 20, 2024 on the eve of the start of the ski season) was the culmination of the communication campaign
Altri progetti
