A girl, seen from behind, reads the Mortali program during a workshop
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Project · Events

Mortali 2025

How do you promote a festival about death without making it gloomy?

Client
Fondazione Hospice Trentino
Year and place
2025 · Trento
What I did
Logo & identitySocialInterfacesEventsPhotography
The festival onlineInstagram ↗Facebook ↗mortali.org ↗

01 · The challenge

Does talking about death feel hard? That's because it is.

Mortali is a festival in Trento about death, living wills and palliative care. Its goal is to get people talking about a sensitive topic they usually prefer to avoid.

Reel

02 · The idea

Recognizing death to dance life.

We brought together two opposite dances: the danse macabre, where death spares no one, and Matisse's Dance, a true hymn to life. The result is an intense yet bright language that invites people closer instead of scaring them.

Fresco of the danse macabre: skeletons taking the pope and a cardinal by the hand
The danse macabreSimone Baschenis, Pinzolo (1539)Photo Laurom, CC BY-SA 3.0
Henri Matisse's Dance: five red figures dancing in a circle
DanceHenri Matisse (1910)
The purple Mortali figures dancing in a circle
Mortali 2025Figures dancing, between life and death

03 · What I made

Communication all around.

Thelook of the festival

The new graphic style, refreshed from the 2023 edition.

The purple Mortali figures dancing in a circle

All the print

Posters in three formats, flyers with the program, brochures and roll-ups.

The Mortali street poster in town
The flyer with the program, read during a workshop
The yellow Mortali ticket on the red armchair

Website and Eventbrite

A page dedicated to the festival, linked to Eventbrite to book events easily.

The events page of the Mortali website on a laptop

Social

Three months before the festival, every day during it and a few days after. Posts, reels and stories, with targeted ad campaigns.

Mortali Instagram profileMortali Facebook profile

Photos

The photo coverage of all 22 events in 10 days: concerts, talks, workshops and death cafés.

A full room during a festival talk
String quartet on stage
Traditional musicians
Meeting with the audience
Dialogue in a circle
Workshop with children
Concert and projections in the hall

04 · The result

Every event sold out.

Followers doubled and the festival made it onto RAI, local TV and the newspapers.

Sold outevery event on Eventbrite
×2Instagram followers
99KInstagram views in 30 days
“The festival that reminds us that death is part of life.”RAI · TGR Trento, October 2025
Facebook stats: 76.6K views

In the press