Milano The School of Design

At Istituto Marangoni Milano Design, education is built on a constant dialogue between academic learning and professional practice. Students are guided by tutors and faculty members who actively operate within the creative industries, bringing into the classroom methodologies, expertise and perspectives developed through international-scale projects.

A significant example of this approach is the work of Ced Pakusevskij, Visual Area tutor at Istituto Marangoni Milano Design and Creative Director of FullScream Studio, who led the creative direction and directing of the promo developed for RAI in preparation for the Milano Cortina Winter Olympics.

The project represents a large-scale broadcast production aimed at both national and international audiences, where cinematic language, technological innovation and design vision converge into a powerful and emotionally engaging visual narrative.

Visualizza questo post su Instagram

Un post condiviso da ced fullscream (@cedced)

Creative Leadership and Design Vision

Within the Milano Cortina project, Ced Pakusevskij led the entire creative process, defining the visual language, establishing the narrative guidelines and overseeing every phase — from concept development to final delivery — in close collaboration with RAI and in compliance with the approval protocols of the Olympic context.

The creative direction was developed through a direct and continuous dialogue between Ced Pakusevskij, representing FullScream Studio, and Roberto Bagatti, Chief of Brand & Creative at RAI, who led the broadcaster’s creative input. This collaborative approach ensured the full integration of the conceptual vision and broadcast strategy, aligning visual language and execution across all stages of the project.

Ced's method is grounded in a solid structure that begins with concrete constraints — timelines, budget and communication objectives — and evolves into a coherent narrative and visual construction.

The storytelling is first developed at a conceptual level, through the definition of the narrative framework and visual universe, before being translated into imagery, rhythm, sound and technical solutions. This approach ensures conceptual clarity, creative control and the ability to manage complex productions while maintaining a strong and distinctive expressive identity.

From Storytelling to Immersive Experience

The conceptual core of the project is built around a powerful visual metaphor: an energy awakening beneath the snow, a fire gradually emerging and activating the entire visual environment.

Through light, movement, materiality and music, the narrative unfolds in an abstract and sensory form, transforming the sporting event into a collective emotional experience.

This approach reflects the evolving directions of contemporary visual design, increasingly aligned with cinematic language and immersive communication, where visual storytelling goes beyond information to create atmosphere and emotional engagement.

Technological Innovation Guided by Concept

A central element of the project was the extensive use of artificial intelligence as a creative tool. Far from a purely aesthetic or experimental application, AI was integrated within a solid narrative structure and subordinated to decisions of language, meaning and visual coherence.

Priority remained on the symbolic and visual consistency of the storytelling, ensuring the project’s longevity and relevance within a rapidly evolving technological landscape.

This approach reflects a mature vision of innovation, in which technology becomes an expressive medium in service of the concept rather than an end in itself.

Professional Experience as Educational Value

Ced Pakusevskij’s work for RAI represents a concrete example of the added value that active industry professionals bring into the educational framework of Istituto Marangoni Milano Design.

Students within the Visual area have the opportunity to engage daily with real-world creative production processes, gaining insight into leadership dynamics, interdisciplinary collaboration and the management of complex projects.

This direct transfer of professional expertise enables the development not only of technical skills, but also of strategic, narrative and design capabilities that are essential for operating within contemporary creative industries.

Bridging Education and the Creative Industries

The Milano Cortina project reaffirms Istituto Marangoni Milano Design’s commitment to building an ecosystem where education and industry are in constant dialogue.

Through the involvement of tutors who actively contribute to major international productions, the Institute ensures that students receive training aligned with the real evolutions of visual design and contemporary communication.

This educational model goes beyond teaching tools alone, shaping professionals capable of developing vision, leading complex creative processes and critically interpreting the transformations of visual language.