Maserati celebrates the centennial of the Trident with  777 

A symbol that has become an icon: this is the story of Maserati’s legendary Trident, which is celebrating its centennial with a global campaign created by the agency 777, founded with the merger of Armando Testa and Herezie.

It was back in 1926 that the Trident first appeared on a Maserati car. Designed by Mario Maserati, who was an artist in the family, and inspired by the statue of Neptune in Bologna: an emblem of strength, courage, and determination destined to become the brand’s unmistakable logo.

To mark this important anniversary, 777 has developed a global digital campaign that includes OOH and DOOH billboards, where the word “Ride” emerges from within the word “Trident,” as if suggesting a journey rooted in the brand’s very origins.

The celebration culminates in a hero video. Visual storytelling that spans time, letting historic cars and contemporary models engage in dialogue, and which comes to life from a key question: when does an emblem become a legend?

The video interprets the brand’s soul and entrusts it to a voice that is an echo from the past: the voice of Maria Teresa de Filippis, the first woman to qualify for a Formula 1 Grand Prix  and actually  behind the wheel of a Maserati. A tribute to those who, together with the brand, have shared that same authentic and pioneering spirit that defines its essence. 

Masterati has embodied passion and performance for a century, the excellence of Italian design and the ability to innovate in an exciting way. 

Today, we are celebrating a journey that looks to the future with the same passion as when it all began: under the banner of the Trident.

CREDITS

Advertising Agency: 777

Executive Creative Director: Andrea Stillacci

Creative Team: Mattia Grassi, Giulia Di Crescenzo, Federico Albanese

Editor: Thomas Marino

Client Director: Marco Evola

Account Team: Diletta Marchi

Directors: Bruno Detante, Benini Stephane

Production & Post-Production Company: MATHEMATIC

CEO: Guillaume Marien

Executive Creative Producer: Augustin Vernier

VFX Producer: Gouna Logan

VFX Coordinators: Chiara La Selva 

CG & VFX Supervisor: Jehan Bouazza, Yann Aldabe

3D Environment: Yann Glica, Alan Bauge, Valentine Fripier, Lorine Guyard

3D Modeling & LookDev car: David Labelle, Nathan Vidal, Vincent Flohic

Previz & Layout: Julien Gohard, Pierre Outin

Animators: Cyril Cassaigne, Julien Gohard

Rig: Guillaume Boudeville

Lighting & Renders: Dorian Douaud, François Heysen

Matte-Painting: Quentin Collombet, Audrey Martini

FX: Thomas Van Maele, Djelloul Bekri

Compositing: Nicolas Millot, Edouard Koen

Flame: Frédéric Brandon

Editor: Jehan Bouazza

Music Authors: Flavio Ibba, Matteo Gallus

Master & Publishing: Red Rose Productions

Post Production Audio: Top Digital

AI Vox: Maria Teresa de Filippis