GOSEE CREATIVES TO WATCH: Claudio Catrambone, CEO of Family Agency Zurich, on their expansion plans, bold advertising, images as narrative masterpieces – and in person at UPDATE BERLIN
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We are excited to introduce Claudio Catrambone, the creative mind behind the Zurich-based agency Family, to the GoSee community and to welcome him at UPDATE Berlin on May 16th. In 2020, Claudio founded an agency that has been making waves—not only in Switzerland but internationally. With his unique vision and unconventional approach in advertising and film, Family continues to capture the hearts of brands eager to move their audiences. Earlier this year in London, they stole the show at the largest F1 event in history with the smallest team, showcasing their ability to push boundaries with a bold performance.
Their striking campaign for GAMRFIRST.CH, the online casino of Europe's largest casino group, Groupe Barrière, captured the essence of "luck"—visually compelling and with a touch of humor. Similarly, the Amorana campaign transformed the Swiss love life into a royal pleasure, setting new standards in creativity. As Family expands—both creatively and in real life—they are preparing to venture into London and Germany. What a family indeed!
Claudio, your recent appearance at the Formula 1 live event in London caused quite a stir. Could you tell us more about the event and whether it sparked your expansion plans into London? Claudio: Our concept captivated audiences worldwide and propelled the Stake F1 team to the top of social media rankings. We are particularly proud of the live performance by the Top Secret Drum Corps from Basel, whose energy immediately engaged the audience. We succeeded in creating a genuine experience—with minimal setup but maximum impact. It was more than just a performance—it was a statement.
London had been on our roadmap for a long time—it was always part of our growth strategy to become Europe's most personal creative network. So, the Formula 1 event wasn't the trigger; it was a powerful first proof of what we plan to achieve in London.
What is the secret behind Family's success? Are there specific values or a philosophy that set you apart from other agencies? Claudio: Family isn't a job—it's a journey. We aim to be a place where people can grow—both personally and creatively. When that happens, campaigns emerge that don't sound like typical agency work but are born from genuine conviction. We believe in having a stance—and that great ideas only come to life when you dare to think big, look ahead, and be radically honest. That's not just our ambition—those are our values. And when we look back at the end of the day, we always ask ourselves the same question: "Is Mom proud of you today?"
You're planning to establish a presence in Germany alongside London. What do you hope to achieve with this expansion, and what can we expect from your German family?Claudio: We'll maintain our spirit—but no copy-paste. In Germany, we're not looking for clients but collaborators. Brands that aren't afraid to stand out. Family isn't an export product; it's a growing network of passionate individuals.
Your bold campaign for Rivella Gelb is a prime example of your approach to brand communication. What made this campaign special for you? Claudio: The campaign wasn't just yellow—it was full throttle. We especially enjoyed wrapping Switzerland's largest daily newspaper, 20 Minuten, entirely in Rivella yellow. Nothing like that had been done in Switzerland before.
How do you manage to win pitches with unconventional ideas and concepts for rather traditional Swiss brands? Is there a trick to ignite the creative spark?Claudio: The trick is: there is no trick. We don't come up with "crazy ideas" just for effect. We show how bold communication can be effective. Our cases aren't spectacles; they're thoughtful responses to real challenges. And we speak to brands the way we speak to each other: directly.
The new KPT image campaign relies on humor and simplicity—a refreshing approach for an insurance company. What's behind this strategy, and why did you choose Artur Mebius as the photographer? Claudio: Insurance is often perceived as cumbersome and complicated. To counter this image, we developed a communication concept that deliberately focuses on humor, lightness, and approachability. Artur Mebius was the perfect choice to tell our stories in just one image. His pictures are narrative masterpieces. And we love that.
As an agency known for its bold and unconventional ideas, what's your vision for the future of the advertising and film industry? How will the way brands communicate with their audiences continue to evolve? Claudio: The era of polished brand messages is over. People today want to feel conviction, allow friction, and experience authenticity. That's the direction the trend is heading. We live in a time where the sanitized advertising world no longer works. We must fight boredom and push brands to adopt a clear stance. Those who stand out remain memorable. That doesn't have to be negative—it can also be funny, sad, or just quirky.
If you had to sum up Family's creative spirit in one word, what would it be and why? Claudio: Courage. Courage to be honest. Courage to be loud. Courage to leave the comfort zone - and in doing so, inspire brands to be courageous.
We look forward to welcoming Claudio Catrambone to UPDATE Berlin and to experiencing firsthand the bold and innovative spirit of Family.
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