“Every brief hides one question: what’s the angle nobody else would dare take? We chase it until it surprises, gets talked about, becomes unforgettable, then craft it to thrive well past launch. Obsessive, fast, allergic to blending in.”

That’s an interesting take on the classic agency About bio. And Uànema’s, first birthday promo is even better. The independent creative agency has turned one, with a new website and a manifesto film that underlines its foundation – wonder. When it comes to self-promos, this one has to score a bull’s-eye.

The Milan agency founded by creatives, Pas Frezza and Luca Iannucci, takes its name from “uànema!”, a Neapolitan expression of amazement, the kind of spontaneous reaction you have when something genuinely catches you by surprise.

For its manifesto, Uànema goes back to where that expression comes from – Naples. The film looks at the city through fragments of everyday wonder: faces, streets, gestures and unexpected details, moving from its narrow alleys to the Cimitero delle Fontanelle, one of Naples’ most extraordinary places.Holding it all together is the voice of Peppe Lanzetta, the Neapolitan actor, and performer who has worked with filmmakers including Giuseppe Tornatore and Mario Martone, and most recently appeared in Paolo Sorrentino’s Parthenope.

Together, the images and Lanzetta’s voice become a celebration of everything that can still make people stop, look twice and say, “Uànema!

The film also marks the launch of Uànema’s new website, conceived as another expression of the agency’s belief that creativity should do more than communicate.