What if a car’s performance could be measured not by how fast it goes, but by what it makes possible? That question drives ‘Living Twice,’ a new branded content film created by Dentsu Creative Italy for Lamborghini, which reframes performance through the life-changing impact of emergency organ transport.
Since 2004, Lamborghini vehicles assigned to Polizia di Stato, Italy’s State Police, have supported urgent organ transport missions across the country, helping deliver life-saving organs when every second counts. More than 200 missions have been completed since the partnership began.
Rather than leaning on the spectacle traditionally associated with supercars, ‘Living Twice’ takes a more intimate approach, telling a story of possibility, resilience and second chances. Through fragments of one man’s life, the film gradually reveals how technology and engineering can contribute to something far more meaningful than speed alone.
At the heart of the narrative is a simple question: “What if one life isn’t enough?” It challenges conventional definitions of automotive performance, shifting the focus from pushing boundaries on the road to making a tangible difference in people’s lives.
“We asked ourselves what happens when performance stops being just about what a car can do and starts being about what it can make possible,” said Riccardo Fregoso, chief creative officer Southern Europe, MENA and Turkey, Dentsu Creative. “Because sometimes pushing beyond limits doesn’t mean going further. It means giving someone the chance to keep going.”
Produced by Karen Film and directed by the Weiland Brothers, with cinematography by André Chemetoff and starring Paul Hamy, the film adopts a restrained visual language that builds emotional resonance through everyday moments rather than conventional automotive imagery.
The Lamborghini Urus SE features throughout as a quiet but essential presence, embodying a vision of performance defined by its real-world impact.
‘Living Twice’ reflects Lamborghini’s approach to brand storytelling, placing engineering and innovation in a broader human context. It also pays tribute to the women and men of Polizia di Stato and to a partnership spanning more than two decades, demonstrating how automotive technology can help give people a second chance.
Credits:
Creative Agency: Dentsu Creative Italy
Chief Creative Officer SEMENAT: Riccardo Fregoso
Executive Creative Directors: Maurizio Tozzini, Stefano Tunno, Gianluca Nucaro
Art Director: Federico Caronna
Copywriter: Roberto La Rocca
Senior Motion Designer: Matteo Milone
Video Editor: Alessandro Sartor
Creative Supervisor: Dario Golino
Senior Creative Strategist: Luca Bonfarnuzzo
Senior Art Director: Alice Joanna Juliet Ridolfi
Business Director: Federica Papetti
Head of Client Service: Anna Chiara Pelletti
Client Director: Benedetta Neri
Client Supervisor: Federica Sacco
Client Manager: Elena Longoni
Business Director Roma: Francesca Gaffino
Group Chief Strategy Officer: Niccolò Rigo
Senior Strategist: Rosa Sirico
Creative Progress Director: Antonella Vicari
Progress & Creative Excellence Coordinator: Giorgia Croce
Programme Manager: Chiara Lamera
Communications PR Manager: Alessandro Turchi
Marcomms Specialist: Alessia Cornali
Production Company: Karen Film
Executive Producer: Tommaso Pellicci
Producers: Alessandro Naboni, Elisabetta Carli
R&D: Giancarlo Giani
Production Manager: Mattia Longhi
Directors: Weiland Brothers
Dop: André Chemetoff
Main actors: Paul Hamy, Lucilla Mazzetti
Editors: Thomas Grove Carter (DC), Matteo Motzo
Post Production: EDI Effetti Digitali Italiani
Color: Dante Pasquinelli, Ethos Studio
Music and Sound Design by Interlude
Client: Automobili Lamborghini
Brand Marketing Coordinator: Maurizio Pietro Grande
Marketing Campaign Brand and Corporate: Violetta Galia
Brand Strategy: Francesco Imperato
Production Advisor: Sabrina Allaria, The Production Advisory Group
