When Beretta set out to launch the APX-A1 Full Size, they needed a campaign that honored their legacy without getting lost in a market flooded with tactical sameness. Out of four creative directions presented, mine—“Born to Be Beretta”—was chosen to lead the launch. It carved out a bold narrative space rooted in confidence, performance, and evolution. This was more than a product drop... it was a declaration of identity. I developed the concept from the ground up, building a modern storytelling system that captured what it means to be unmistakably Beretta in a next-gen world.
