Opinion Leader signed the world premiere of the hypercar built by a legendary Brand: Isotta Fraschini Milano Fabbrica Automobili.

On the evening of Tuesday 28 February 2023, the Opinion Leader portfolio was enriched with a new page: prestigious, historic, in some ways legendary. At the historic headquarters of the Automobile Club Milano in Corso Venezia, the agency in fact organized the presentation event, the world premier, of the new Isotta Fraschini Milano Tipo 6 LMH. A racing car, an hypercar, born to compete in the FIA World Endurance Championship (WEC) and which marks the return to competitions of the famous Milanese car manufacturer born in 1900.

An “hybrid” assignment

The Opinion Leader team tackled the exceptional assignment like a real racing department, deploying its “hybrid” know-how in a short time. In fact, there were many lines of work.


The press conference

The presentation evening was preceded by the press conference managed by the most prestigious name in Italian motorsport: Carlo Cavicchi, Isotta Fraschini Milano Communications Manager. Cavicchi invited 80 journalists from the major national press and TV mastheads. They were the first to unveil the beautiful and extreme Tipo 6 LMH (produced and sold in 3 versions: Competizione, Pista and Strada).

The gala dinner

Then it was the turn of the gala dinner for 200 potential car buyers. During the evening, accompanied by technical presenters such as Maria Leitner and Nicola Villani, the guests got to know the car and the protagonists of the great return of Isotta Fraschini Milano. First of all the technological creator of this masterpiece: Giuliano Michelotto. Michelotto, with his Engineering, has been the maker of the Ferrari GT for 50 years, which for twenty years have achieved triumphs on circuits all over the world (18 FIA world constructor titles, 28 Team world championships and 30 Drivers’ titles). The CEO of Isotta Fraschini Milano, Enzo Panacci, and the president of the company, Alessandro Fassina, narrated this historic return. Opinion Leader emphasized the magic of the evening through a choreography made of graphic animations, sound and lights, thanks to the collaboration of Country lab & Imagines.

Brochure and press material

How to imprint a legendary story and a new challenge at the top of Motorsport on paper? The Opinion Leader copywriters let themselves be inspired by the unique past of Isotta Fraschini Milano, made up of victories, from the Targa Florio to Indianapolis, and by illustrious personalities who have been able to grip the wheel, such as Popes, politicians, sovereigns from all over the world and movie stars. At the same time, the art of the agency followed the aerodynamic lines of the bodywork and the refined geometries of the mechanical components to compose the press material and the printed brochure, focused on the origins of the Brand and on the technical characteristics of the hypercar.


New website

The same creative approach was maintained for the new website (here the link), inaugurated on the day of the event. The portal has been redesigned and developed to convey the unique Brand Identity of Isotta Fraschini Milano, referring to the exact 110 years (1913-2023) that have passed since the Brand’s debut on the track.


Sharing a legend

Opinion Leader has thus entered the history of this fabulous Brand, which responds to the name of Isotta Fraschini Milano Fabbrica Automobili. THE LEGEND IS BACK.


“At the Bulgari Hotel to celebrate the Bulgari/Ducati Chronograph – Limited Edition”

“Valvola Music Night: an unforgettable evening”

“Soriano Motori gives show”

“Modern dandy and vintage car”