Lugano, the City of Sport
Lugano is a city in motion. It flows between the lake and the mountains, it breathes through its neighbourhoods, and it changes rhythm with the people who live it. From this dynamic identity comes “Lugano, the City of Sport”, a project developed in collaboration with the City of Lugano to spotlight the city’s sports culture through a series of authentic, human stories.
Alessio Valsangiacomo, climber
Our intention was clear from the beginning: to create real, essential portraits that show how deeply sport is woven into Lugano’s cultural and social fabric. Not a celebratory campaign, but a mosaic of individuals, disciplines, passions and personal trajectories.
We met athletes, clubs and sports communities that shape the Lugano that trains, competes and evolves every day. Stories driven by dedication, movement, effort and vision.
Iulia Izzo, Swiss Fencing Federation
Among the people we filmed:
Olivia Negrinotti, Società Canottieri Lugano
Alessio Valsangiacomo, climber
Andrea Cattaneo, cycling and sport enthusiast
Iulia Izzo, Swiss Fencing Federation
Marko Lazić, TC Lugano
Women’s Team, FC Lugano
Men’s Team, Lugano Tigers
Marko Lazić, TC Lugano
The release of the stories follows the rhythm of the City’s own editorial calendar.
So far, the first episodes published on the official Instagram account @luganomycity feature:
Marko Lazić, TC Lugano
Iulia Izzo, Swiss Fencing Federation
Alessio Valsangiacomo, Pini Mountain Racing
More stories will follow over the next months.
Each story was filmed in real locations, without constructed sets or artificial staging: just people, movements and places that reflect the everyday spirit of sport in Lugano. The result is a contemporary and honest narrative, aligned with our production philosophy: letting reality be the true set.
“Lugano, the City of Sport” is a project in evolution, growing together with the city itself. A narrative about movement, community and identity — and one that aims to return to Lugano the same energy that flows through it every day.
A city conceived as a playground
The project also connects with a broader vision for the city’s future.
As Lugano moves toward the completion of its new Sports Hub, Lugano, the City of Sport helps underline what already exists: a city conceived as an open playground, where sport is part of everyday life and accessible in many forms.