Director Elena Petitti di Roreto builds layered imaginative narratives for commercials and fashion films. Taking inspiration from art and photography, her work is characterized by a strong attention to aesthetics: details, light and composition. Based in London, she has worked with worldwide brands including Hennessy, Harley-Davidson, Bottega Veneta, Valentino, Hugo Boss, Vogue Italia and i-D. Her latest, “First Cup” for WaterAid, highlighting the impact access to clean water has across generations. The film, which she shot in Zomba, Malawi won Silver for Best Child Direction at the Kinsale Shark Awards. Other recent work includes the stark-palette blend of visuals for Aberlour whisky, a visually lush exploration for VRBO, and her first Super Bowl spot, the emotional odyssey “Monday” for Publicis Groupe’s “Working With Cancer” campaign, which won the 2023 Cannes Lions Health Grand Prix for Good. The film, which Elena also scripted, tells the story of two people’s complex physical, mental and emotional journeys as they prepare to return to their workplaces, as they fight cancer. Other notable work includes her 34-minute film, ANNA, which interweaves live performance, interviews, and abstract imagery to create a multi-dimensional portrait of the iconic opera singer Anna Netrebko. After beginning her career as an editor at Milan-based production company Collateral Films, within a year, she became the company’s art director, later moving on to become a freelance art director and director. Elena has won several prestigious awards in her native country Italy, including Best New Italian Film at the Fashion Film Festival Milano in 2016 and 2018. She received her BA and MA at the New Academy of Fine Arts in Milan, and studied film at the Pratt Institute in New York, where she was nominated in the Pratt Institute’s Presidential List. Elena then went on to study Creative Direction for Fashion at the London College of Fashion.