What if, to tell the story of sports and a champion like Gianluca Vialli, we decided to switch mediums?
To leave reportage behind and put ourselves in the hands of music, of literature, of the epic tale that the big names in sports journalism know how to transform into legend, where facts become stories and those stories endure.
The proposal that we brought to Fondazione Vialli e Mauro per lo Sport Onlus in Turin arose from this question, when some months ago they asked us to envision the second edition of My name is Luca. Ballata con Gianluca Vialli. The Fondazione, dedicated to cancer and ALS research and the promotion of sport, decided to bring the event to the Teatro Regio in Turin on 19 January 2026, the third anniversary of Gianluca Vialli’s passing.
We first created the original format My name is Luca in 2024, filling the Teatro Carlo Felice in Genoa, the city that witnessed Vialli lead one of the most glorious chapters in Italian football history: the Scudetto of Sampdoria. This time the story moves to Turin, the city in which Gianluca donned the Juventus jersey, adding another chapter to his story.
But telling the story of Vialli means going beyond the football field, beyond the goals and the victories. Gianluca wasn’t just a great champion: he was a symbol of values that speak to everyone. Determination, a profound sense of teamwork, the courage to show one’s own fragility, of not hiding one’s struggles. Values that don’t just belong to sport, and which can find a voice in another great language of the emotions: music.
Thus came the idea to construct an innovative format, in which stage, stories and mediums weave together to create an immersive and intensely emotional experience. Telling the story of Gianluca and the foundation that carries his name together with that of Massimo Mauro, today its president, has for us meant working on a story that is precise and poetic at once, capable of both being engaging and leaving a lasting mark.
Our work as an agency specialised in the creation and production of events, as always, was that of shepherding every step of the process: from concept definition to content writing, from talent coordination to live direction. An integrative work, where realisation of a live event never loses sight of the identity, originality and communication needs of who has entrusted it to us.
Even the choice of the cast and the programme was born from deliberate and shared thinking. Every guest brought onto the stage brought with them a tailored contribution, texts written specially by authors that work on our live projects, often with extensive experience in television behind them. Because every word, like every note, has the task of carrying memory, feeling and meaning.
