Driving 65 Million Views for The Arc of Love

ITC Fabelle was launching a Valentine's chocolate pack in a crowded seasonal feed, and the brand manager came to Vinci for a premium short-form film that could cut through the clutter while staying distinctive and true to the brand. The brief was specific: one hero piece built for social feeds and paid performance, not a television spot that would later get cropped down.

The audience was people buying chocolate as a gift, reached where they already scroll and where performance teams buy reach. That meant vertical-friendly framing, a clear product read, and a story that could survive a mute autoplay.

Vinci worked as the agency on this commission, direct with ITC. There was no other production shop in the middle. We held creative direction, storyboards, and the film itself in one lane so decisions did not bounce between vendors.

We moved from brief to boards to final cuts in under a week. Deliverables were the hero film and the social cuts that could also run as performance ads. The path was brief, then direction and storyboards in the same sprint, then the hero and social versions handed in under seven days.

Production stayed tight to the pack and the Valentine's story beats in the brief. Extra cuts on the page, including the Flavours cut, show how the same world extended into shorter edits without losing the pack read.

The work went out on social first, then into paid ads. The film reached approximately 65 million views. That reach is the outcome on record for this study; it reflects how the asset performed once ITC put it in market.