Salone del Mobile 2025
In a time when design takes on infinite forms and permeates countless aspects of daily life,we felt it was important to return to its most essential purpose: creating tangible solutions to real human needs.
That idea became the starting point for “Thought for Humans”, the concept behind the international campaign for the 2025 edition of Salone del Mobile.Milano.
Launched in January, the multi-subject campaign revolves around five photographic visuals—used across OOH, DOOH, BTL, social and digital channels—that capture a natural harmony between the human body and the materials shaping the present and near future of design, craftsmanship, and sustainability: wood, metal, fabric, bioplastic, and even light—the most intangible of all.
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To bring these images to life, we teamed up with Bill Durgin—a New York-based artist known for his unique approach to body photography—as the eye behind the lens. His ability to deconstruct the human form with grace and depth gave each shot a powerful, sculptural quality that bridges material and emotion.
Credits:
Agenzia: Dentsu Creative Italy
CEO Southern Europe, Middle East & Turkey: Emanuele Nenna
CCO Italy, Chair Creative EMEA: Riccardo Fregoso
Senior Vice President: Alessia Oggiano
Executive Creative Director: Giulio Frittaion
Associate Creative Director: Nadia Charif, Lorenzo Bonechi
Head of Design: Laura Liguori
Senior Motion Designer: Matteo Milone
Senior Designer: Stefano Trolese
Senior Art Director: Anna Maimeri
Senior Copywriter: Amina Marta Gatti
Designer: Cristian Pedretti
Copywriter: Santiago Cancela
Junior Art Director: Emily Di Valerio
Junior Copywriter: Francesco Brioschi
Head of Social: Fabrizio Stoppa
Content Specialist: Zoe Esposito
Chief Strategy Officer: Niccolò Rigo
Strategy Director: Philip Mattei
Senior Strategist: Sara Pasquinucci
Client Service Director: Chiara Tranquillino
Client Director: Sarah Marie Camponesco
Client Supervisor: Alessandra Gorghetto
Client Coordinator: Chiara Notari
Programme Manager: Chiara Lamera
PR Manager: Alessandro Turchi
Casa di produzione: Dentsu Creative Studios
Executive Producer & Managing Director: Simona Della Porta
Head of Production: Francesca Castello
Producer: Olga Utkyna
Film Director: Nicola Schito
Post Producer: Alessandra Barbieri
Editor: Alessandro Sartor
Colorist: Claudio Beltrami
Videographer: Marco Rebagliati