In a captivating twist, British-American actor Andrew Garfield transforms into an embodiment of Italian style and flair for Ellesse's latest global campaign, "Do It Like an Italian." This campaign, shot by fashion photographer and filmmaker Oliver Hadlee Pearch, unfolds in three cinematic chapters, each showcasing a different aspect of Italian culture and sport.
What makes this campaign particularly intriguing is its focus on the intersection of sport, style, and pleasure. Ellesse, with its Italian roots and now British ownership, aims to challenge the traditional perception of sportswear as purely functional. By guiding Garfield through pronunciation, hand gestures, and tennis skills, the brand emphasizes the expressive and sensual nature of sport.
"Say It Like an Italian" and "Play It Like an Italian" episodes highlight Garfield's journey to becoming an honorary Italian, with a focus on the beauty and joy of physical expression. The final episode, "Style It Like an Italian," showcases Garfield in the new fall 2026 collection, emphasizing the brand's heritage and modern energy.
Personally, I find it fascinating how this campaign draws on Ellesse's '80s and '90s archive, bringing a retro feel to the brand's signature silhouettes and color-blocking. The attention to detail, from coaching Garfield on pronunciation to capturing his mid-moment expressions, adds a layer of authenticity and character to the campaign.
This shift in creative direction for Ellesse signals a move towards a more narrative-driven approach, with Garfield's presence bringing a sense of cheek and authenticity to the brand. It's an interesting strategy, especially considering the brand's British ownership, to lean into its Italian heritage and celebrate the expressive nature of sport and style.
In my opinion, this campaign raises an important question: how can brands effectively blend heritage and modernity while staying true to their core values? Ellesse's approach seems to strike a balance, and I'm curious to see how this campaign resonates with audiences and influences future brand strategies.
