A campaign for Barilla Pasta to launch 
their sponsorship of Roger Federer.

Art direction & Design.

Masters of pasta, Barilla sponsored the master of tennis (and huge pasta fan) Roger Federer, this could be the beginning of a beautiful friendship.

With 19 Grand Slam titles, Roger Federer is a tennis great. But in the kitchen he doesn’t know a pot from a pan. So we set out to show that with the right ingredients even a beginner cook, like Roger, can master pasta.
The fast-paced visual feast portrays the tense yet humorous relationship between Oldani and Federer as together they master the perfect Spaghetti al Pomodoro.

In ‘Masters of Pasta’ we watch Federer become the apprentice as he heads into the kitchen for his first cooking lesson. His master and adversary is award-winning and Michelin-starred chef Davide Oldani, recognised for his contemporary Italian cuisine and endless love for an al dente plate of pasta.

‘Masters of Pasta’ launched in more than 40 countries worldwide, including the USA, Australia, Japan, Italy, Germany and France. The campaign included TVC, online, social media content, OOH and DOOH. The anthem film was revealed on Roger Federer’s social channels, following a series of teasers released by Oldani and Federer.