Bringing the wheel to Miami

The goal was to make Parmigiano Reggiano feel native to the Miami Open without putting a logo on the court. So we led with place. Each post sets the cheese in a scene the audience already ties to the tournament and the city.

Hands break a wheel over a tennis court. A boarding pass folds the trip to Miami into a single frame. The Hard Rock crowd rises behind a piece of Parmigiano held up like a ticket. A Miami Beach lifeguard stand turns a snack into a postcard. Gold runs through the set, drawn from the rind of the cheese and the South Florida light.

A 12-second film anchors the series. It moves fast enough to catch a scrolling feed and holds together when someone stops to watch.