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Fiat - "FIAT Italian Masterpiece" - SapientNitro North America

  • FIAT Italian Masterpiece
  • Fiat
  • Chrysler Group LLC
  • SapientNitro North America
  • United States
  • FIAT Italian Masterpiece
Product CategoryCars
Date of First Broadcast/PublicationNovember 21, 2013
Media TypeCase Study
Length120 Seconds
Awards Cannes Lions International Festival of Creativity, 2014 (Silver Lion) for Use of Live Shows/Concerts/Festivals
Creative Director Boris Stojanovic
Associate Creative Director Paul Amelchenko
Art Director Stacey Fredrickson
Copywriter Will Hughes
Account Director Alan Clisch
Account Executive Kelly Willson
Editor Joseph Heck
Worldwide Chief Creative Officer Gaston Legorburu
Director of Design Alejandro Mendoza
Manager Interactive Development Alejandro Roses
Senior Manager, Creative Operations Ariel Bellumio
Associate Designer Daniel Fernández
Associate Designer Daniel Gonzalez
Manager, IPM Giancarla Caprirolo
User Experience Guto Nicolucci
Creative Director Jake Wheeler
Senior Editor Javier Urquiza
Senior Associate, Interactive Developer Jimmy Satizabal
Senior Art Director Jorge Gomez
Senior Art Director Mario Gomez
Producer Mike Diaz
Senior Art Director Otton Othman
Associate Designer Pamela Roca
Senior Interactive Developer Rafael Jimenez
Senior Associate, IPM Veronica Gurdian


We and FIAT like to go big— so when we were asked to celebrate the roomier FIAT 500L, the only way to make our point was by putting another Italian masterpiece inside.

FIAT and us recreated Sistine Chapel frescoes on the ceiling of a FIAT 500L live at the LA Auto Show. The event garnered global attention press from major news outlets, leading auto blogs, TV news and in advertising trades like Creativity. Our efforts included live production, streaming, and daily social media posts videos, some via Google Glass.

We generated online and offline buzz while artist Nicola Verlato painted 8-10 hours a day—and nearly 36 hours straight on the last two days—to finish in time. A set of content videos showcased the unique preparation for the project, as FIAT reconfigured the car —removing the seats, installing a custom floor and creating a fiberglass ceiling for the canvas. The artwork will be on display at auto shows and art events across the U.S. Ultimately, it will be auctioned for charity.