Lucca Film Festival Social Media Planning & Copywriting

This project developed through my curricular internship as a copywriter, content creator, and social media manager for Lucca Film Festival 2023. It gave me the opportunity to test my skills in cultural promotion, event communication, and audience-facing content, where each piece of communication had to support the identity of the festival while remaining clear, timely, and engaging across platforms.

My work included writing copy for social media across Instagram and Meta channels, supporting the organisation of the social media planning, producing reels to present and promote the festival’s guest stars, and creating daily on-site video content to document the events of the festival as they unfolded.

In the reels, I tried to build anticipation and engagement by drawing on films that were already somewhat familiar to the public and had been directed by, or involved, the festival’s guests. This allowed me to reach as wide an audience as possible without losing the more informative and interpretive side of the content. For post publication, we relied on the scheduling tools available through Meta Business Suite, which made it possible to plan content in advance while also covering the festival live through Instagram Stories. In the post copy, I always aimed for an empathetic approach while remaining concise and direct, so that the photographs could retain their own space and voice.

• —Social media management
• —Copywriting
• —Content planning
• —Content creation