Juventus Creator Lab is the club’s new approach to creation, where creatives with different talents - designers, video makers, writers, influencers, streamers, social media creators - join forces in a single production centre in the heart of the Juventus headquarters.
Juventus Creator Lab projects embrace stories for different fanbases - the whole bianconeri ecosystem, from the First Team, Juventus Women and Next Gen all the way to those champions that have made Juventus legendary or those, such as Team Jay, dedicated to the younger fanbase.
We believe the power of the “beautiful game” goes beyond football, like true emotions do. Juventus Creator Lab is the place where passions connect and stories find their shape, building a vast and varied production portfolio made to engage football fans and more through different touchpoints. Original productions for OTTs and Youtube, snack content and creators features delivered to more than 176 million followers through Juventus social media.
Nicolò Fagioli's story is a relatable one, the tale of a boy who realises his dream and then suffers setbacks before setting out on a path to get back on his feet. The betting, the ban and the media pillory he suffered are the best-known aspects of a story that deserves to be told in greater depth, without slipping into easy sensationalism or superficial judgements. Behind great champions lie complex, articulate, sometimes difficult personalities. Sporting genius is often accompanied by unexpected insecurities that are difficult to accept and manage. Knowing and admitting these weaknesses becomes a gesture of maturity and growth that can be an inspiration for those who live, or have lived, through difficult moments in their lives. The documentary aims to recount this journey and delve into the personality of a boy whose fragility became a value on which to rebuild himself and his career.
Giovanni, Igor and Michael - three men with profoundly different backgrounds and stories. Giovanni is a teacher who lives in Favara, a stone’s throw from Agrigento; Igor is a dental technician from Milan; Michael comes from New York, where he worked in finance before moving to Turin for love… of Juventus. Really!
When Michael had the chance to sign up as a member at the Allianz Stadium, he left the Big Apple, his job, his family, and flew to Turin. Giovanni, who lives in a black and white tribute with even a painted mural of Alessandro Del Piero’s shirt on the front of his house. Then there’s Igor, too, who spends at least two hours after work every evening organising buses and away trips for his club.
The three don’t know each other, but each has such an infinite and deep-rooted passion for Juventus that they deserve to have their stories told. The three are the stars of Rituals, the Original Production from the Juventus Creator Lab, in collaboration with Allianz, which dives into the deepest and most genuine connections of those who have dedicated a huge part of their lives to the Bianconeri.
It is a short but intense story, and one in which countless fans will recognise themselves and that, whatever one’s roots, job, or social status, a deep love for Juventus means that anybody can be part of one incredible family.
"Freestyle saved my life." In the title of the latest work from the Juventus Creator Lab, there's the perfect summary of the fabulous story of its protagonist, Adonias Fonseca.
A native of Miraí, Brazil, a town about 300 kilometers from Rio de Janeiro, after winning a contest organized by Juventus, he has been the club's official freestyler for a year now. But to achieve what he himself calls the dream of a lifetime, he had to overcome obstacle after obstacle: from an initial injury that shattered his hopes of becoming a professional footballer, to his father's illness that forced him as a teenager to shoulder the weight of his family, working while studying civil engineering and, at just eighteen, becoming a father. Throughout this journey, he has always been accompanied by his love for freestyle, which soon joined his passion for futsal, the five-a-side football that is popular in Brazil.
Thanks to his friend Falcao, the undisputed king of futsal, he decided to try his hand at professionalism, hindered however by a new, serious injury. Anyone else would have despaired. Not Adonias, who while undergoing rehabilitation, plans and builds a soccer academy for the children of Mirai, teaching them every day not only how to be on the field, but also how to be in the world. For a year now, he has been doing this wearing the Juventus shirt.
Third season of the innovative vertical storytelling format conceived by the Club together with TikTok, which began last season with WeTheNextGen, the story of the second male team during the Lega Pro Coppa Italia finals, and continued with OnTheRoad2023, the behind-the-scenes of the first male team's American tour.
This time, we tell the story of the first female team with unprecedented access and points of view: 4 episodes in native vertical format, distributed exclusively on the new TikTok channel @juventuswomen launched on the occasion of the announcement of TikTok as the new sleeve partner of Juventus Women.
Paolo Montero was a tough guy. He had good feet, an innate elegance and the personality to direct the defense, but in the collective imagination, he has gone down in history for the the manner in which he used to carry himself. He was much more than a rough player, however: he was a leader, a loyal companion and a point of reference. He was above all, and still is, in love with Juve. And when he was offered the coaching position of the club’s Under-19 team, he did not think twice.
Now his task is to pass on the values that marked his career, the same values that distinguish the Juventus DNA, to his boys. And those values - humility, unity, team spirit – are the very hallmark of the Juventus Creator Lab's latest production, "Plantar una semilla." Planting a seed every day in order to reap the benefits in future. This is the philosophy that Montero is trying to instil into his players and that will be unearthed in this documentary in which Paolo tells his story, with additional perspectives shared by his players and by some of his former teammates including Mark Iuliano, Ciro Ferrara and Gianluca Pessotto, who will allow us to get to know the most intimate side of this unique character: a champion, an emerging coach, but above all, a loyal man.
After the success of the first series, a second season on TikTok to tell the story of the men's first team's US tour in a new and innovative way. Three episodes, distributed exclusively on the @juventus TikTok channel, in which Szczesny, Weah and Yildiz became creators, to tell the original behind-the-scenes of the three stages of the summer tour.
Under 19, Next Gen, First Team. This is the black and white journey of Kenan Yildiz and Dean Huijsen. The stages of a road that talent alone is not enough to travel. It takes sweat, tenacity, determination and, last but not least, the ability to visualize a dream and the firm will to achieve it. Kenan and Dean have all of this and they made it in a few months. They have not only made their debut among the "big boys", but now they share the dressing room with them.
An exciting and unpredictable path, in which Kenan, Dean and those close to them tell the story of two boys, two friends, two predestined who have dedicated themselves to a distant and ambitious goal and, now that they have reached it, are facing a new phase of their life.
This is the story, incredible and moving, about Daouda Peeters, who in October 2021 was diagnosed with Guillain-Barré Syndrome, an autoimmune-based polyneuropathy which affects the peripheral nervous system. This original production reveals, through his voice, that of his family members and the professionals who followed him, how Daouda overcame his toughest challenge yet, and is now ready to resume his career. So much so that he recently secured a loan move to Südtirol, with whom he is preparing to play in the Serie B championship this coming campaign.
Freedom of expression, the strength and pride of showing oneself for who you are thus: an Original that celebrates core values such as inclusivity and respect for others. For the first time the world of football teamed up with one of the most disruptive and avant-garde expressions that the queer universe has ever shown, the world of Ballroom. An opinion that was not limited to a superficial slogan, but which became the backbone of this entire operation.
For the first time a European football club has developed a native format on the entertainment platform which has rapidly become a reference point for an ever expanding audience. The series has been developed respecting the specific features of the platform, from vertical shooting methods to episode length, and above all following the immersive and creative storytelling typical of TikTok.
Over these five episodes of "We The Next Gen" Juventus Creator Lab take you behind the scenes of the team until the second leg of the Serie C Coppa Italia final in Vicenza. A story told personally by those that have achieved this amazing cup run, the emerging talent of Juve’s second team. They are the ones to take us into life inside the dressing room and outside of it, showing a footballer’s reality in a completely new way, in line with the style of the platform. Between ambition and injuries, the seriousness on the pitch and moments of fun off it. "We The Next Gen" is distributed on a weekly basis exclusively on the @juventus TikTok profile.
Fashion, photography, and football come together in a unique event and portrait of one of the most esteemed fashion figures: Giampaolo Sgura. During Milan Fashion Week, he presents a solo exhibition that showcases his most important works alongside portraits of Nicolò Fagioli, Paul Pogba, and Dusan Vlahovic, creating a striking connection between seemingly distant but not so different worlds.
Marco’s story is about growth, resurgence and rebirth, from a difficult childhood growing up in the testing ground of tough neighbourhoods in his native Sicily. The story is told to us in his own words and those of the people who care most for him. Above all, this is a story of love and affection, both from his family, who even though, or perhaps because, they have supported him through thick and thin still get goosepimples every time he plays, and from his partner too, who left everything behind to follow Marco on his adventure.
My Greatest Achievement, the original Juventus Creator Lab production, tells the story of Sara, but also of her footballer husband Arni Vilhjalmsson. The tale of two parents, who as professional sportspeople lead a unique kind of life, who believe in their choices and who have been able to carry them through even in the midst of far from irrelevant workplace difficulties - Sara's treatment by her previous club has been covered in depth and she tells it here in her own words.
"Federico Chiesa - Back on Track" is the first original production ofJuventus Creator Lab, where all the club's digital content is conceived and brought to life. A documentary available exclusively on Amazon Prime Video.
"Back on Track" is more than simple chronological retelling of Fede's path back to fitness. His recovery is told firstly from a medical point of view for the focus to then shift to his rehabilitation, with his own voice telling the story, but also the voices of all those that participated in his journey, as well as letting the images speak for themselves.
75 minutes in which we relive the story of his recovery, accompanied by Federico in all aspects of his life, sporting, professional but also with his nearest and dearest.
