Case Study / 02
FONDAZIONE
FRANCO ZEFFIRELLI
Marketing & Communications Intern
September–December 2025
Florence, Italy
01 / Project Overview
PROJECT
OVERVIEW
During my internship at Fondazione Franco Zeffirelli, I developed short-form social media content inspired by the institution’s museum, archives, exhibitions, and cultural programming. The goal was to make Zeffirelli’s extensive creative legacy more approachable to younger and international audiences while maintaining the historical accuracy and professional tone of the foundation.
My work combined archival and art-historical research with content ideation, filming, editing, and social media writing. I transformed material connected to Zeffirelli’s film, theatre, opera, set design, and costume work into concise visual stories designed for TikTok and Instagram.
My Responsibilities
- Researched Zeffirelli’s films, theatrical productions, set designs, costume drawings, photographs, and archival materials.
- Identified subjects that could be adapted into compelling TikTok and Instagram content.
- Developed concepts, scripts, captions, and visual sequences for short-form videos.
- Filmed content throughout the museum and foundation spaces.
- Edited footage into concise, platform-appropriate videos.
- Adapted institutional and art-historical information into language suitable for wider digital audiences.
- Reviewed engagement and audience response to understand which subjects and formats generated the strongest interest.
02 / Editorial Approach
EDITORIAL
APPROACH
My approach was to begin with a recognizable visual detail, object, or story and then use it to introduce a larger part of Zeffirelli’s career. This allowed the content to remain visually engaging without losing its educational value.
I balanced concise writing with carefully selected footage, using close-up details, movement through the museum, and archival material to create a sense of discovery. The content was designed to feel accessible and current while remaining respectful of the foundation’s identity and Zeffirelli’s legacy.
03 / Selected Content
SELECTED CONTENT
A selection of short-form videos developed for TikTok and Instagram, presented in phone-based social media mockups.
04 / Behind the Scenes
BEHIND THE SCENES
Research, filming, museum spaces, and the visual material gathered while developing short-form content.
05 / What I Learned
WHAT I
LEARNED
This experience taught me how to approach institutional archives as a source of contemporary digital storytelling. I strengthened my ability to research efficiently, identify visually compelling narratives, and communicate art-historical material in a way that feels accessible without losing accuracy or depth.
It also gave me practical experience working through the complete short-form content process—from the initial idea and research to filming, editing, publication, and audience response. Most importantly, I learned that meaningful cultural communication does not require simplifying the subject; it requires finding the clearest and most engaging way into it.