Creative Direction

A full brand experience: integrate the brand values into all channels.
Arcasa is a 30 years old company in the italian household cleaning items market.
The activity of Fama was to highlight the quality characteristics of the ARCASA brand by demonstrating the company's ability and will to satisfy every need of the consumer by guiding him in the choice of the product.

Respect for the environment is a value that has to be translated into concrete actions.

Arcasa has created Replay, an entire line of products made 100% from recycled plastics to respect the environment. This approach allows to reduce CO2 emissions and reduces energy consumption. To tell this green turning point, we created a new product image, declined in a brochure and packaging, which had green as the main color both in the photographs of natural subjects and in the graphics. The environment is the absolute protagonist and for this reason we have chosen to place it at the center of the new graphic layout.

A global presence: website, social and mobile app.

In addition to the development of the packaging, we created a website full of advices and informations for cleaning the house. These contents, very useful for strengthening the brand reputation, are also conveyed through a brilliant activity on Facebook.
The flexibility of the new platform has allowed the activation of online sales through an e-commerce full of promotions and offers, specially designed and created with a simple and intuitive interface to facilitate the customer in shopping online.
In addition, the mobile app for Android and IOS was developed: "On the wings of cleanliness" designed starting from the consumer's point of view, it is divided into domestic and thematic environments, to help find the right advice in a simple and intuitive way.

FAMA DESIGN is Mauro Fardin’s portfolio, creative lead at VMLY&R.

I am a former fashion photographer who has spent the past 15 years exploring the realm of art direction.
As a self-proclaimed "smoking hot multipotentialite", with a knack for big ideas, holistic thinking, and meticulous project management I established my own studio in 2014.

In 2019, I relocated to Prague and joined forces with Optimist Inc. for a fruitful two-year collaboration. During this time, I had the exciting opportunity to contribute to creative campaigns for Škoda Auto Global, Volkwagen and Knuspr.

Since 2022, I've taken on the roles of creative lead and creative director at VMLY&R, aiming to create projects that become part of people’s lives, to drive value for our clients (BAT, Adidas, Hills Global, Victoria’s Secret, Czech Paralympics, Amnesty International, Pride) and, in the best of the cases, to impact the world 😉

In my day-to-day schedule, I oversee a group of 25 creatives. Additionally, I establish and guide teams to secure tenders successfully, and I provide support to other agencies within the WPP network to enhance their business expansion efforts. 


If you have any project, idea or anything you want to share, you can contact me.