The Big Now transforms the San Siro Stadio M5 stop into an extension of the stadium stands. “Welcome to the football metro” is the message that welcomes passengers at the entrance. The derby of Milan was a special occasion to make it known also to the fans who arrived at the stadium by metro.
• 1250 square meters of coated surface to recreate that feeling of stadium adrenaline, not only during the 90 minutes of the game.
• 246 personalized spaces; platforms, stairways, turnstiles and walls that tell football without filters, the real one.
• 3 photographers involved, including 2 international.
More than a domination, therefore, a real transformation, to give fans a unique, realistic and immersive experience. Original photographs, 3D graphics and images together create a mix that makes the stop a real new sector of the Meazza.
La Metro del Calcio
The Big Now
Client Creative Director: Roberto Giardinelli e Mimmo De Musso
Art Director: Camillo Addis
Copywriter: Giovanni Piroli, Michele D’Amore
Art Director jr e Copywriter jr: Riccardo Bruno e Shani Yekutiel
Graphic Designer: Laura Liguori, Stefano Trolese, Matteo Milone
Account Supervisor: Anna Chiara Pelletti
Account jr: Carlo Jochman
Photographer: Mattia Buffoli, Ricardo Nogueira, Mats Palinckx
3D Artist & Photo Retouch: Claudio Errico
Producer: Francesca Castello