Chopard, Mille Miglia

The brief

A premium VIC and PR content activation at the heart of the most legendary race.

For this new edition of the legendary Mille Miglia, SPOA is renewing its collaboration with Chopard, the historic partner of the race. The agency has designed and orchestrated an activation strategy dedicated to the high jewelry house, with a setup of immersive content creation: photos, short formats, social capsules, and interviews. The goal: to enhance the guest experience and capture the unique spirit of the race through the Italian landscapes.

Customer

Chopard

Vertical

I - LUXURY

car

watchmaking

Portée des travaux

Recording

Concept

Post-production

Production

The brief

A premium VIC and PR content activation at the heart of the most legendary race.

Customer

Chopard

Vertical

I - LUXURY

car

watchmaking

Portée des travaux

Recording

Concept

Post-production

Production

Aperçu

Mille Miglia 2025 - "Race Edition"

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Mille Miglia 2025 - "Stirling Moss"

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The Mille Miglia Race - Seasons 2023, 2024, 2025

Since 2023, SPOA has been supporting the House of Chopard in developing high-end content strategies and has designed an immersive content activation strategy for the Mille Miglia race, directly deployed on Italian roads. Photos, short films, interviews, social capsules, and guest portraits were produced to capture the adrenaline, elegance, and spirit of adventure of this iconic event. Fully immersed in the field, our setup enabled real-time coverage, combining speed, precision, and creative excellence — reflecting the spirit of the House.