There are many ways to tell a story, and even more ways to present a product. Humor is one such approach, a path we love but can't always take, especially when dealing with public bodies and institutions.

That's why, when PromoTurismoFVG, the regional tourism promotion agency for Friuli Venezia Giulia, asked us to produce a commercial to showcase, for the first time, its 'Io sono Friuli Venezia Giulia' merchandise, we had a clear idea: not a commercial, but a short film. Featuring a crying protagonist.

It wasn't the obvious choice. Using irony to promote a product that represents a region's identity and institutions is a gamble. But we proposed it anyway. They had the courage to trust us, and from that moment, the project came to life.

From there, with David Barbieri directing, Gianni's story began. Or rather, to be more precise, the story of Gianni's crying. Yes, because it's a cry that is truly grotesque, out of place and desperate, that takes center stage in the narrative.

Gianni is a normal man who, after visiting Friuli Venezia Giulia, can no longer move on and overcome his longing. To fill the void, he obsessively surrounds himself with the region's merchandise, but this triggers the opposite effect: every t-shirt, every mug, every gadget becomes the trigger for an emotional breakdown.

Gianni reads bedtime stories to his daughter and cries. He plays tennis and cries. He's at work and cries. At a party, on his bike, on the sofa: he cries. Always. Everywhere. With FVG merchandise on him, constantly on display, never advertised but impossible to ignore, especially for our protagonist.

Those around him no longer know what to do, until an exasperated colleague suggests to him, calmly and utmost kindness, the most obvious solution in the world, the godsend for his misfortunes, the balm for his broken heart: Gianni, he can go back to Friuli Venezia Giulia.

After all, his colleague isn't entirely wrong: we can all always go back to the region. And if, like us, you're already planning your next visit, we feel compelled to suggest you be extremely careful, because we've told you about FVG merchandise, but it might:cause joy, a strong sense of euphoria and, in some cases, a rogue nostalgia for your holidays.