MASSERIA WAVE / EDITORIAL CAMPAIGN
This editorial campaign was conceived for Masseria Wave, based on an original idea by founder Gilberto Genco and developed photographically by Ilenia Tesoro. The project was built around a deliberately ironic and playful approach, using humor as a narrative tool to reinterpret the imagery of hospitality and leisure. Rather than following conventional visual codes, the campaign embraces exaggeration, lightness and unexpected situations, creating a visual language that feels fresh, spontaneous and highly recognizable. Developed with full creative freedom, the imagery moves between editorial photography and visual storytelling, transforming everyday moments into scenes that balance irony and identity. The campaign quickly gained attention and was featured across several online magazines and editorial platforms, reinforcing Masseria Wave’s distinctive and unconventional voice. Concept: Gilberto Genco Photography & Art Direction: Ilenia Tesoro
