Brand, Communication, Home, Live Show, Marketing Event
About This Project

For the second year in a row, Free Eventproduces the launch of the new Scuderia FerrariSingle- Seaterfor the 2020 Formula 1 championship. A spectacular event in every sense, starting from the location, the magnificent Romolo Valli Municipal Theatre in Reggio Emilia, the city of the Italian tricolor and symbol of Ferrari’s DNA. A show that, only that Ferrari can do, combining history and the future, tradition and modernity, with an exceptional cast, DJ andinternational Producer Benny Benassi andMaestro Leonardo De Amicis(arriving directly from Sanremo) participated and composed the music specifically forthe evening. In the front row,the Orchestra and Choir of the Reggio Emilia Conservatory, in addition to the performers of Liberi Di.



The absolute protagonist of the evening, of course, was the new SF1000, unveiled half way through the show by a stunning, high-impact reveal: the LED cylinderthat hid a part of the stage suddenly opened, displaying the car positioned on a rotating platform. Followed by interviews with drivers Sebastian Vettel and Charles Leclerc, presided by Scuderia Ferrari captain Mattia Binotto. The event was presented by Silvia Frangipane and Marc Genè, respectively Head of Communications and Scuderia Ferraridriver.


After the huge 2019 success, Free Event returns to produce the most important corporate event of Scuderia Ferrari, taking care of every detail of this unique, one of its kind, product launch. Free Eventan event agency based in Milan and Faenza that has been working with Ferrari for over 10 years, managed every detail of this important production, including: creative direction, content, production, scenography, artist direction, audio, video and light direction, event direction, guest management, video production, art direction, special effects, camera/live direction, TV signal, translations and worldwide streaming(Ferrari website, Ferrari Store, Facebook, Instagram).




Free Event after participating in a tender involving the major Italian event agencies, successfully won the making of the reveal SF90 Scuderia Ferrari Mission Winnowsingle-seater, organized in Maranello on February 15th in the presence of 200 prestigious guests, including President John Elkann, CEO Louis Camilleri and Vice President Piero Ferrari.

Free Event designed and put together an impressive,high-impact scene design for this unique product launch event, providing a raised walkway of more than 30 meters in length surrounded on three sides by 150 square meters of LED walls and tribune for the guests. After about 30 minutes of live show, masterfully conducted by journalists Zoran Filicic and Vicki Butler-Henderson(Fifth Gear UK) and enriched by video contributions and stunning special effects, the SF90 Scuderia Ferrari Mission Winnow single-seater “emerged” from the lower part of the walkway, getting a round of enthusiastic applause from everyone present.

After the reveal, the show continued with interviews from Mattia Binotto(Managing Director of Sport Management and Team Principal Scuderia Ferrari Mission Winnow) and F1 drivers Sebastian Vettel and Charles Leclerc, both enthusiastic about the new car and the forthcoming season.

The event was also a great success for Free Event, which returns to manage the presentation of the Ferrari single-seater, proving once again to be among the leaders in Italy in the production of shows and live events. “Ferrari is the most loved and followedbrandin the world, an excellence of Made in Italy that counts millions of fans. Winning this project was a great source of pride for us. There were weeks of intense work with the managers and the Ferrari team but the success of the event has paid off the time and passion invested “- said Andrea Camporesi, Founder and Creative Director of the event agency based in Faenza and in Milan.


“We chose to work with the best professionals in Italy for this project, managing the direction of the event together with Cristina Redini (who directed, among others,” Danza con Me “by Roberto Bolle), with the involvement of Cristian Biondani for directing rooms (with live streaming worldwide, live Instagram and live TV).  Free Event took care of the event in every single detail for Scuderia Ferrari Mission Winnow, right from the early stages of pre-production, dealing with:

  • Creative direction, art direction and copywriting
  • Scenography project and realization
  • Communication
  • Set up
  • Computer graphics, mapping and video contributions
  • Special effects with mechanical handling of the stage (revolving platform and pantograph lifting platform)
  • Director
  • Photography
  • Authorized contents
  • Direct TV management and direct streaming ENT
  • Construction site safety
  • Supplier management
  • Ferrari security access procedures


Project Strengths

  • Over 150 square meters of LED walls
  • Footbridge of 30 meters with slope
  • Spectacular stage with three movements
  • Reveal never seen in the industry
  • Great public success and a huge following on social networks also during live streaming​