Starting May 31, Grana Padano is online with the first episode of "Our Future Has a Story." This project uses AI to tell the brand's story, developed by Serviceplan Italia with InfluAction and the podcast creator company Vois.fm. Max Corona, the protagonist of the podcast Storie di Brand, interacts with historical characters through a virtual time machine in each episode, sharing interesting facts about Grana Padano’s history.

The project adopts a gaming-inspired narrative and visual style, making the content more engaging and interactive, ideal for social media. Max Corona is "captured" by the time machine and must answer questions to return to the present, thereby narrating Grana Padano’s story and values. Each episode introduces new characters, keeping users intrigued and engaged throughout.

For the creation of the AI video content, the Kaiber program was used: Scenes shot on greenscreen with Max Corona and real actors were reprocessed with AI to bring the protagonists to life. The mix of techniques allowed for greater control of movements while maintaining visual uniformity. The characters' audio was generated using another generative AI tool: ElevenLabs.

The project will be published monthly on the Instagram channels of Grana Padano and Storie di Brand until the end of the year.

Mirella Parmeggiani, Italian Marketing & Communication Manager, commented: "The values embodied by Grana Padano are manifold, and we convey them through a cross-media language. In this project, we do so using a new tool, artificial intelligence, a field of computer science through which we let the protagonists of our supply chain speak."

Stefania Siani, CEO and CCO of Serviceplan, added: "With this project, we not only celebrate Grana Padano's unique history and our historical-gastronomic heritage but also demonstrate our commitment to an increasingly digital future. The journey of artificial intelligence has just begun, and we are already on board."

Credits:

Agency: Serviceplan Italia
CEO & Chief Creative Officer: Stefania Siani
Creative Direction: Giuliana Guizzi, Salvatore Giuliana
Art Director: Marta Mottarella
Copywriter: Monica Procida
General Manager: Ilaria Mosca
Account Director: Chiara Antonetti
Account Supervisor: Monica Rovaris

Partner: InfluAction

Production: Vois.fm