About Vita Vitae Beauty

Vita Vitae Beauty is an innovative, sustainable Italian skincare brand founded by siblings Veronica and Carlo Alberto Maccan. The brand operates on a circular beauty model by repurposing grape pomace (a byproduct from their family’s wine estate located between Friuli Venezia Giulia and Veneto) into luxury cosmetics.

The Brief

The brief was to create a luxury TV advert for Vita Vitae Beauty, a gender-neutral skincare brand built around natural sustainability, Italian heritage and modern beauty innovation. The campaign needed to build brand awareness, support sales and attract retail interest, while showcasing hero products including the Day Serum, Night Serum and 24H Face Cream. With a focus on natural ingredients from the brand’s historic family estate in Italy, the advert was designed to combine vineyard and heritage visuals with elegant product storytelling, positioning Vita Vitae Beauty as a premium skincare brand where tradition, sustainability and innovation come together.