If the 2026 Winter Olympics are held in Italy, everything around them should breathe Italian culture. That is the founding idea of ​​“Sports alla Italia”, a creative project conceived by the Burns agency, which has led the concept since its origin for the International Olympic Committee on the occasion of Milano Cortina 2026.

The approach is based on a strategic observation: many winter sports continue to be perceived as distant or minority for large sections of the public. Faced with an explanatory or technical approach, the project proposes a change of language: translating these disciplines through widely recognizable cultural codes. Gastronomy, popular references, visual aesthetics and humor function as tools to generate familiarity and reduce the distance between the sport and the audience. The initiative is materialized in 16 illustrated graphics, each one dedicated to an Olympic winter sport and reinterpreted from the Italian imagination.

One of the differentiating elements of the project is the use of Artificial Intelligence as a creative tool. As we have been able to confirm since reason.Why For the creation of this project, AI models and tools have been used as part of the creation flow, which “It allowed us to accelerate the visual exploration phase, test multiple aesthetic paths and reach a final result quickly.”

In this sense, based on human reflections, ChatGPT was used to develop prompts that were later worked on in Midjourney.

The artist Bonny Carrera includes this work in his portfolio, as can be seen on his website. This validates the collaborative work carried out by the creative agency that counted on Bonny Carrera to offer a “vision and a differentiating style”.

And so, sources involved in the process tell us that one of the great challenges of the process was to prevent the pieces from being immediately recognizable as “AI images.”

In addition to conceptual and production development, Burns has been responsible for adapting the project to the digital ecosystem, creating content for @Olympics social media channels. The work has included the translation of the pieces into the language, formats and codes of the Olympic brand, ensuring coherent and effective dissemination in social environments.

Beyond its execution, “Sports alla Italiana” raises a relevant reflection on the contemporary use of Artificial Intelligence in creativity. Not as a substitute for talent, nor as the protagonist of the story, but as an accelerator at the service of a clear and culturally relevant idea.

The campaign is being received by the media and the reactions of users on networks are being notable, which expands its reach and reinforces the dissemination vocation of the project.