Luciano Darderi X World Avocado Organisation

The World Avocado Organisation wanted to plant a single idea in the public imagination: that avocado belongs in the routine of an elite athlete — not as a product placement, but as fuel. Rising tennis star Luciano Darderi was the face. The challenge was everything around him.

 Why WAO chose Floom

WAO didn’t want an advert. They wanted the opposite — content that felt caught, not staged; premium enough for PR and media outreach, yet human enough to stop a thumb mid-scroll. Avocado had to appear in every key frame without ever looking forced. The grass had to read as Wimbledon, and it all had to be captured in a sixty-minute window, with no room for a reset.

That’s why they came to us. Floom was trusted to turn a tight, high-stakes shoot into a full bank of editorial stills and platform-native video — performance, recovery and real moments, with avocado woven so naturally into Luciano’s world it never once felt sold.

Premium, but never polished into something nobody believes.