NS / Creative direction
McChicken Creation
Talent / Nonna Silvi
Partner / GialloZafferano
Case study / Branded content / 2026
McChickenIl Romano.
We turned a highly detailed brief into content that genuinely speaks in Nonna Silvi’s voice: recognisable, well paced and designed for vertical viewing.
01 / MasterVertical 9:16
48–58 seconds
48–58 seconds
02 / CutdownShort version
for TikTok
for TikTok
03 / PackageCover, copy
and subtitles
and subtitles
Silvi
Zafferano
Vita
01 / The work
From brief
to format.
A complete creative system designed to hold creator identity, product presence, message clarity and social pacing together.
A voice,
not an ad.
We translated campaign objectives into Nonna Silvi’s natural language while preserving both creator recognition and brand precision.
Three openings.
One direction.
Three alternative scroll-stopping openings, followed by one structure that moves quickly from curiosity to the product.
Every second
has a role.
A complete script and beat map for a 48–58 second master, with progression, reveal and a memorable close.
Dolce Vita,
the Silvi way.
Set, outfit, props and palette were defined to evoke an Italian mood with an authentic, warm and instantly readable tone.
Before set,
everything clear.
9:16 framing, shot list, B-roll, food styling and product presence: an execution guide designed to reduce friction during production.
One piece.
The full system.
Master, cutdown, cover, subtitles, caption, tags and #adv guidance prepared as one coherent, controllable package.
02 / Narrative architecture
Three movements.
One rhythm.
the scroll.
An immediate contrast and a simple question open the story in the creator’s own voice.
the proof.
Ingredients, gestures and details build desire while the product remains the narrative reference.
a mark.
Taste, verdict and a circular close bring everything back to Nonna Silvi’s personality.
03 / Public proof
The official context.
The public McChicken Creation page documents the McDonald’s campaign with GialloZafferano and the Il Romano product. The link leads to the campaign page, not to press documents containing personal contacts.
Open the official campaignMcDonald’s and GialloZafferano are trademarks of their respective owners. This is an NSAgency editorial account of the work carried out and it publishes no third-party personal contact details.