We have been wanting to express the true essence of Vetreria Etrusca through a simple but meaningful Pay-off. The Story Keeper is the perfect synthesis not only of a company that since 1920 has been producing glass containers, but of a company whose role is the keeper of all stories that are stored in those containers.

Every glass-melting furnace holds a story of heat, transformation, and renewal. For Vetreria Etrusca, its reconstruction is not just a technical process but a ritual that weaves together tradition and innovation, unfolding in three essential phases: emptying, demolition, and rebirth.  

What might seem like a purely technical procedure, we have transformed into an immersive visual experience. Through meticulously crafted photography and a cinematic aesthetic, we have elevated the essential into the extraordinary. Days of filming, obsessive attention to light and movement, and carefully composed shots have turned craftsmanship into something far beyond simple documentation.  

A video that does more than inform—it captivates. Because even the industrial world deserves a compelling narrative, one that turns technical processes into fascinating stories.  

Vetreria Etrusca embraced this vision, choosing to invest in storytelling that enhances its identity, history, and future. We brought this vision to life—without compromise.

The Story Keeper is also the name of the spot realized for Vetreria Etrusca by our communication agency. A special and unique story. The story of a life path which, like every life path, changes, grows and evolves. A story where the environment and time, light and imagination, love and perhaps fate, passion and family become poetry. The story of Vetreria Etrusca.