Selle Royal Launches "Stracciatella Fella", A Stop-Motion Spin on Saddle Sustainability

Jul. 15, 2025

Circular design is becoming increasingly central to product development and sustainability strategies. Cycling heritage brand Selle Royal is at the forefront of this new approach with the launch of the Stracciatella saddle, a new product created from upcycled material waste and engineered for high-performance comfort.

Instead of sending production offcuts and discarded saddles to landfill, Selle Royal has engineered a process that grinds and processes these remnants into a new, high-performance comfort foam. The result is a material with a distinctive marbled appearance reminiscent of the Italian gelato Stracciatella with its chocolate-swirl pattern, and the inspiration behind the saddle’s name.

For the launch of the saddle, Selle Royal worked with Milan based agency Adverteam to create a European campaign designed to cut through traditional sustainability messaging with a lighter, more engaging tone. The result is "Stracciatella Fella",  a 56" handcrafted stop-motion film in the style of a playful animated music video.

The spot was animated frame by frame using over 2,000 individually photographed scenes, and combines miniature sets, playdough characters, and real recycled foam fragments to tell the story of transformation through reuse. It’s a visually distinctive, music-driven piece that aims to speak to younger and digitally savvy audiences in an authentic and memorable way.

Riccardo Losio, Strategy & Brands Director, Selle Royal Group, commented:

“Stracciatella offers a refreshing take on sustainability—grounded in material innovation but told with emotional resonance. We wanted a campaign that speaks with energy and creativity while highlighting our environmental credentials.”

 

Alberto Damiani, CEO of Adverteam, added:

"We built a true brand entertainment project, where every element – from the music to the visuals, from the tone to the narrative rhythm – was designed to engage and entertain, while remaining fully aligned with the brand’s identity. It reflects our belief that strategic thinking must always spark the creative process, to deliver ideas that truly resonate where people live and interact today."

 

The campaign is being rolled out on paid social media channels across France, Germany, Italy, The Netherlands and the UK from August. An audio campaign runs on Spotify also in August.

With the Stracciatella saddle and its accompanying campaign, Selle Royal reinforces its role not only as a producer of quality bike saddles, but as a progressive brand actively shaping the future of sustainable urban cycling.

Beyond product innovation, Selle Royal supports the cycling community through initiatives like "Support Cyclists on the Road", a branded van tour across European cities offering free bike tune-ups, saddle fittings and mechanic workshops.