«Speculative Tactics: Design Fiction and Guerrilla Marketing» – Talk with Andrea Natella.
Wednesday 20 May, 10.00 AM – Aula Magna (G13), Via Libetta 7
❯ Registration for the event will be available from Tuesday 12 May through the Career System.
❯ Participation in the Talk justifies absence from any overlapping classes, as well as any transfer from one campus to another.
RUFA continues its 2025/2026 Talk cycle with a new event dedicated to speculative practices, non-conventional communication and the critical possibilities of design. At the heart of the meeting, entitled “Speculative Tactics: Design Fiction and Guerrilla Marketing”, is an exploration of the unstable boundary between design and provocation, between strategic imagination and intervention in public space.
The talk, curated by lecturer Claudio Spuri, will be held by Andrea Natella, sociologist, advertising professional, artist and activist, a key figure in the Italian non-conventional communication scene.
The meeting will investigate how design fiction and guerrilla marketing can become tools for hacking perception, building alternative narratives and opening up critical spaces in everyday life. Through speculative scenarios, lateral strategies and unexpected communication devices, the talk will invite students to question the role of design as a practice capable of generating imaginaries, challenging established habits and activating new ways of reading reality.
Through an approach that brings together sociology, communication, art, activism and visual culture, the meeting will offer theoretical and design tools to understand the potential of speculative tactics in contemporary creative processes. From the construction of non-conventional campaigns to the production of future scenarios, from provocation as a language to the design of critical narratives, the talk is an opportunity to reflect on how design can intervene in cultural, social and media systems.
The aim of the meeting is to provide students with an operational perspective on the relationship between imagination and strategy: how to design messages capable of surprising, destabilising and generating attention; how to transform an idea into a narrative device; how to use communication not only to promote, but also to raise questions, create frictions and produce new points of view.
Andrea Natella is a sociologist, advertising professional, artist and activist. He moved through the Italian countercultures of the 1990s, from cyberpunk to the Luther Blissett Project and Radical Ufology, before founding guerrigliamarketing.it, the first non-conventional communication agency in Italy. He worked for the Filmmaster group and later founded Kook Artgency.
During the Covid-19 emergency, he served as a consultant for institutional communication at the Italian Ministry of Health. He currently collaborates with companies, non-profit organisations and advertising agencies. He was born and lives in Rome.
Registration for the talk will be available from Tuesday 12 May 2026.
The Talks are open to all RUFA students. To register, log in to the RUFA Career System with your credentials.
If you have any doubts during registration, please consult this Guide. If, after reading the guide, anything is still unclear, please contact careers.alumni@unirufa.it
Addressed to: all students, particularly recommended for the courses in Visual and Innovation Design, Graphic Design.
Duration: 10.00 AM – 1.00 PM
Date: Wednesday 20 May 2026
Venue: Via Libetta, 7 – Aula Magna (G13)
Language: Italian
Participation in the Talk justifies absence from any overlapping classes.
Participation in all Talks held during the academic year, without exception, will allow students to acquire 1 academic credit.