Tiger of Sweden Video Production at Pitti Uomo 110

17 giugno 2026

Tiger of Sweden commissioned a series of short-form videos during Pitti Uomo 110 in Florence.

The goal was to create fast, energetic social media content that followed the brand’s presence throughout the day — from the streets of Florence to Fortezza da Basso, interviews with guests and coverage of the Tiger of Sweden booth.
The project included filming, editing, subtitles, music and delivery in multiple vertical formats for social media use.

Project Overview

Client: Tiger of Sweden
Location: Pitti Uomo 110, Florence
Format: Video production and short-form brand content
Deliverables: Six edited vertical videos
Format: Short-form video production for social media
Delivery: Next-day delivery
Video production: Dmitrii Shmatov

The Brief

The brief was to document Tiger of Sweden’s presence at Pitti Uomo 110 in a way that felt immediate, dynamic and suitable for social media. The content followed Martin from the city of Florence to the trade fair, combining short introductions, walking sequences, guest interviews and coverage of the brand’s exhibition space. Each video needed to work as a standalone story while remaining visually consistent with the wider series.

Tiger of Sweden Video Production at Pitti Uomo 110. Dmitrii Shmatov — Fotografo Fashion, Commerciale e Ritrattista a Milano

Filming at Pitti Uomo 110

The production took place during the opening day of Pitti Uomo 110 at Fortezza da Basso in Florence. Working within a busy fashion trade fair required a lightweight and flexible setup. The videos were filmed handheld to allow quick movement between locations, spontaneous interviews and natural interactions with guests. The visual approach combined the atmosphere of Florence, the energy around the entrance to the fair and the activity inside the Tiger of Sweden booth.

Short-Form Content for Social Media

The final series was created specifically for digital platforms. Each video was delivered in both 4:5 and 9:16 formats, allowing the content to be used across Instagram feeds, Stories and Reels. Subtitles, music and branded elements were included to keep the videos clear and engaging even when viewed without sound. The final deliverables gave the brand a complete set of ready-to-publish assets from the event.

Next-Day Delivery

Because the content was created for a live fashion event, speed was an essential part of the production. All six videos were edited and delivered the following day, allowing Tiger of Sweden to publish content while Pitti Uomo was still taking place and the event remained relevant to its audience.

Published by Tiger of Sweden

Selected videos from the series were published on Tiger of Sweden’s official Instagram account during Pitti Uomo 110.

Planning a Brand or Fashion Event in Italy?

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