/ CASE STUDY
pirelli calendar
KEEPING AN ICONIC CALENDAR AT THE CENTER OF CULTURAL CONVERSATION
01 / THE OPPORTUNITY
For the 60th edition of its iconic annual calendar, Pirelli wanted to build sustained cultural relevance and media attention over a six-month period aligned with its key sales window. The challenge was to celebrate the calendar's legacy while introducing a new creative vision that connected beauty, art, passion and innovation.
02 / THE COLLABORATION
We developed a strategic communications campaign for the 2024 Pirelli Calendar, photographed by Ghanaian visual artist Prince Gyasi and inspired by the theme Timeless.
Rather than focusing on a single launch moment, we created a six-month editorial narrative, building anticipation through behind-the-scenes exclusives, the official calendar reveal, interviews with Prince Gyasi and featured talent, a US press junket and a media trip to the red-carpet launch gala.
By connecting the calendar's artistic vision with wider conversations around creativity, representation and cultural influence, we kept Pirelli in the spotlight from June through November.
03 / THE IMPACT
The campaign secured sustained coverage across leading international news, fashion, entertainment and culture outlets, including The New York Times, CNN, Good Morning America, WWD, W Magazine, Hypebeast, People and Essence.
Executed in partnership with BellCo
“Mica made a substantial impact on our communication efforts surrounding the 2024 Pirelli Calendar launch. Her and the team seamlessly collaborated with our internal team and external stakeholders, fostering positive relationships that enhanced the effectiveness of the campaign.”
Maria Stella Narciso, Head of Communications Pirelli North America
