In 2006, following an international pitch, Fastforward won the rebrand of LA7, working alongside Roberto Bagatti — already at the time one of the most authoritative creative directors in Italian television. The winning concept can be summed up in a single word: Participation. The network doesn't broadcast, it converses. A human hand enters the screen and draws an element that interacts with the live scene: this is the visual heart of a series of idents we developed and continuously updated over four years, during a period when the industry was still working on film and analogue PAL transmission.
The ident system was accompanied by a rigorous specification for the on-brand management of promotion and broadcast scheduling, and an ongoing collaboration for the development of show packages — including the launch packages for Otto e mezzo and Crozza Italia. A project that demanded creative vision and technical rigour in equal measure, built to last and to be managed by a complex editorial machine without losing coherence.
Creative Direction: Francesca Gualtieri | Art Direction and Direction: Arianna Biasiolo
