Everything starts with one word: Humanlands.

The theme of the Expo proposed by the city of Rome is “People and Territories: imagining new habitats.” It is an opportunity to begin imagining new territories tailored to humans and new relationships between people and our habitats. 

We produced a commercial emphasizing the centrality of the human element. For once, we were happy to hear the client say, “Make it bigger.”

We developed three OOH subjects to help people imagine a world where we are actually capable of taking care of our habitat and the landscape.

We created some additional content for social media and the numerous events dedicated to Rome’s candidacy for Expo 2030. We asked those who will be adults in 2030 how they imagine Humanlands will be in the future.