U-BOAT Custom
Artist Experiences
@Lucca Summer Festival
Client:
NewTime Srl
U-BOAT
Year:
2024
Category:
Luxury, Watches
Services:
Creative Direction, Market Research, Product Customization, Packaging Design, Social Media Content, Artist Relations
For the 2024 edition of Lucca Summer Festival, U-BOAT—one of the event’s main sponsors—partnered with Daniel Salvi Branding & Design Consulting to create a series of customized Darkmoon watches and other selected U-BOAT models.
The goal was to craft unique, personalized timepieces as exclusive tributes to the festival’s most prominent artists, including Ed Sheeran, Lenny Kravitz, Mika, Duran Duran, Toto, Swedish House Mafia, Sam Smith, and Italian stars such as Salmo and Noyz Narcos. These pieces were not for sale but were conceived as one-of-a-kind gifts, reinforcing U-Boat’s position as a luxury brand capable of meaningful, personal storytelling.
The Process
The project began with research on each artist’s personality, style, and aesthetic preferences. Rather than focusing on their public persona, we sought to highlight the human side of each artist—their real names and personal narratives, creating a more intimate dialogue between U-BOAT and the individuals themselves.
Each watch was carefully selected and then customized with engraved details representing the artist’s identity, often incorporating personal elements or references to their latest albums.
In addition to the timepieces, we designed custom packaging, tailored to reflect each artist’s world—using visual cues from their music, stage design, or creative style. Inside every package, a personalized “thank you” message carried the recurring “U” motif, symbolizing the connection between U-BOAT and the artist’s contribution to the festival.
The same creative direction applied to the customization, was also used for the creation of special matching commercials, aired on the stage before the concert.
The Solution
The result was a collection of exclusive, artist-dedicated U-Boat watches, presented as private tributes during backstage encounters and personal handovers. These moments were captured through behind-the-scenes social content, generating organic engagement and high visibility on U-BOAT’s channels.
This initiative not only celebrated the artists but also positioned U-BOAT as a brand that values individuality, authenticity, and craftsmanship. By creating something uniquely personal, we reinforced a long-term emotional connection—opening the door for future collaborations or partnerships with these global icons.
Creative Team
Creative Director, Design, Copywriting,
Project Management:
Daniel Salvi
Market Research,
Design and Copywriting Assistant:
Andrea Iorio
Videomaker:
Mattia Lari,
Iral Pictures
PR & Account Management:
Federico Lazzerini
Backstage Videomaker:
Gabriele Natali