Grumble Creative project for Alessandra Mastronardi in Chanel is born from the need to adapt to new communication channels. However actresses are not able to tell a story with a precise editorial line for the brand they are representing, even if supported by an extreme following on their personal pro les. Grumble’s goal is to supply content that are perfect for social media and that have a strong appeal on followers of the celebrity, helping in describing the experience that the brand organizes through a photo diary and a nal video. The actress is followed step by step, while choosing the photographic content and in the most interesting moments, while posting in preset hours and days to reach the widest audience possible.