LSG: Social content for an aluminium industry leader
AI-generated image, by Felipe Iglesias
Introduction
Founded in 1923, Laminazione Sottile Group is one of the leading European producers of rolled aluminium, with 10 plants across Italy, the UK, Germany, Korea and the United States.
The Caserta plant alone produces over 120,000 tonnes of aluminium a year, for applications ranging from food packaging to automotive, from HVAC-R to pharmaceutical.
An industrial group with nearly a century of history, an international presence, and communication that has to sustain brand reputation, sustainability and corporate culture at a European scale. Every month.
Strategic brief and overall creative direction by Franchise Worldwide. Visual execution, design and production are mine.
Client
Laminazione Sottile Group
Agency
Franchise Worldwide
Services
Social media design, AI image generation, motion graphics
Role
Art Director, Designer
Country
Italy
Duration
Ongoing since 2026
Strategic positioning
LSG is B2B: it doesn't sell directly to the public and doesn't compete for media visibility. It communicates with an industrial audience, business partners, employees and institutional stakeholders.
The challenge is building authority over time across three precise axes: technological innovation, ESG commitment, and the transition toward an increasingly sustainable production model, not just for the industry but for consumers.
The social communication aims to reach the end consumer who doesn't buy semi-finished aluminium but uses products containing it every day, and to let them know there's a group behind it that cares about their future as much as they do. Not just certifications and numbers: a real commitment, told month after month.
Design & format
Every month we create content for LinkedIn, Instagram and Facebook: static posts for feed and stories, multi-page carousels, motion graphics. Production is continuous but not uniform: some posts need complex conceptual images generated with AI, others start from photography supplied by the client, either AI-enhanced or simply colour-graded to keep it consistent with the system.
The visual system is built in Figma around two parallel logics. For some content, a continuous hierarchical structure with fixed elements and positions, guaranteeing instant recognition. For other content, a modular approach where elements appear and disappear depending on what the content needs.
It isn't a rigid system: it's built to maintain consistency without sacrificing visual dynamism.
The starting palette comes from the group's corporate identity, white and red, expanded to create editorial variety: navy blue, white-to-grey gradients with violet undertones. Enough to differentiate between topics.
AI Image and video generation
I use Gemini for image creation, Veo and Kling for video, choosing the model based on what the brief requires.
When one tool doesn't capture the intent, I move to another. Corporate elements, text and closing frames are assembled in Keynote or DaVinci Resolve. Final corrections and treatment happen in Affinity.
The process starts from the agency's brief and a conversation about the desired result, and prompts are refined in Claude before generation.
It isn't a single workflow: depending on the subject and format needed, each piece of content requires different steps.
A few AI generation examples
Thematic variety
There are two pillars: Corporate and ESG. Everything else branches out from there.
Certifications and international standards, responsible use of resources, company history and values, technological innovation, gender equality and internal culture, aluminium applications across different industries, research and development.
Topics change post by post, following an editorial plan that balances the two pillars without letting either dominate. The pace stays constant. The visual system holds everything together without the variety turning into noise.
Results
Continuous monthly production across two language markets, Italian and English, adapted for different audiences. Consistent visual quality at a volume that leaves no room for downtime: a full campaign every month, with static posts, carousels and motion, consistent with what came before while distinct enough not to repeat itself.
3
Platforms
LinkedIn, Facebook and Instagram
2
Languages
Italian / English