InTesta, part of the Armando Testa group has been entrusted with the development of the new Thermo Therapy ad after a pitch. This is a line of self-heating wraps and plasters which uses heat therapy to fight backache and mensural pains.
The InTesta agency collaborated with Urban Theory, a group of performers to create video in tutting style, a dance which features geometric positioning of arms and hands, inspired by pictograms from Ancient Egypt.
The choreography illustrates the mechanism to relieve pain thanks to the heat from ThermoTherapy.
A stop-and-go movement of the arms is used to represent the irritation caused by the pain and how heat creates wellbeing. The dance is accompanied by original background music specially composed for the occasion.
This new creativity, which sees the brand using more contemporary language and embracing the idea of freedom of movement, will be shown on TV and on the company’s social channels.
Production company Armando Testa Studios.
Agency: InTesta – Armando Testa Group
Creative Team: Patrizia Massarenti, Delia Laviola
Account Team: Eugenia Cesile, Chiara Marchetti
Production Company: Armando Testa Studios