What does it mean to emulate the Italian lifestyle? That was the question I confronted when faced with an RFP from the Italian food giant.

Over multiple ideation sessions I led my team to create a platform idea that would ground the creative and resonate with an authentic message from the brand. "Great Food Brings Us Together" states the open secret Italians know, that enjoying quality time with friends and family over good food leads to more meaningful relationships and a satisfying life.

Three different approaches to the homepage were created to illustrate multiple approaches to bringing the platform and the key communication priorities identified by the brand - Italian authenticity, gastronomy and lifestyle - to life.

Click the logo in the pitch creative to advance to the next concept. There are two versions of concept 2 (above) to show a segmentation strategy. The third concept is meant to simulate interactive video and has many clickable areas to explore.

With so many product varieties on shelf, consumers likely need help understanding how to use them. We created a page dedicated to pasta shape and cooking education, complete with an interactive "pasta wheel" that would lead to recipes. Interactive advertising demonstrated another approach.

The recipe landing page beautifully brings the brands priorities together. Clicking the My Barilla tab launches a popup recipe box with a Tastebook partnership idea. Advance to the recipe detail page by first clicking the bottom Tortellini thumbnail image, then the Get The Recipe link in the main window.