Prize-giving ceremony of
the international Rome City Vision
contest: “innovative ideas capable of
improving cohabitation between history and
the future in the Italian capital”.
The Italian studio called Weekend in a
morning was chosen as the winner out of
118 projects from 22 countries. The proposal
was oneiric and surreal: to create a
floating Ring Road consisting only of the
circular trajectory of hot air balloons
moving from mooring site to mooring site,
linking the various Roman suburbs between
them.
For us, this vision evoked Hendrik Christian
Andersen’s extraordinary utopia, which is
kept in the elegant and silent Roman museum
created in his atelier, just a short
distance from Piazza del Popolo. In 1913 in
fact he dreamt of building an ideal city,
The World Centre of Communication, near
Fregene, in Maccarese (now the undisputed
homeland of the watermelon) for which he
produced hundreds of models, plans, statues,
“bird’s eye” views and sketches, now on show
in the museum. A home of the imaginary that
we would invite you to discover, to make the
applause for the studio that is today’s
winner even greater.
It is true. Perhaps ours is not such a
formal celebration, but in an era of
transition, we would prefer to affirm our
esteem for men of utopias, rather than many
successful professionals of systems swimming
in the obvious. Because it is only when
ideas truly fly high that they can succeed
in making us lift up our heads.
Is it possible to grow in
height in a decisive and evident manner
within the space of just 5 seconds?
Can we elongate ourselves
as though a powerful fertilizer were to make
a plant shoot upwards?
Yes, with Horlicks
Pro-Height we can! This is the clear
affirmation that the pharmaceutical for
growth among children wanted to communicate
to the whole world. Yes, because from India,
the country in which this ambient promotion
was created, the video has spread throughout
the world on the Net, with a miraculous
growth in viewings here too.
We’re in New Delhi,
inside a shopping centre, a “magic house”
has been built bearing the brand name
Horlicks Pro-Height, a little house into
which children are invited to enter.
Once inside the house, as
they pass through the room, as was the case
for Alice in Wonderland, the children “grow”
visibly. Outside the house, mothers can
witness their child get miraculously taller
on a monitor.
This is obviously an
optical illusion, an illusion that led to
record numbers in its short-lived existence.
Within the space of just two days, 3,000
mothers witnessed the growth of their child.
Because it is true that “every child is
beautiful in the eyes of his mother”, but if
he grows taller then he’s even more
beautiful!
We’d once again like to
reiterate a concept that we believe to be
absolutely true and real: communication on
the web is a frontier of the west to be
moved forward more and more, because the
horizon still remains infinite.
This is a strong
conviction that French Connection, the UK
clothing chain store, has made its own, by
creating the genial Youtique, that is, the
first web shop on You tube.
This is a fascinating
idea, both in terms of how it was achieved,
and especially in terms of how it was
thought. French Connection Youtique is not
only an online shop, it is something more, a
fully immersed, interactive experience that
encloses the typical characteristics of
geniality within it. Video windows at first
sight, the FC web shops on Youtube suddenly
become animated and a well-prepared shop
assistant illustrates some items of clothing
with care and attention, until such time as
a graphic visualisation asks us through a
button that we need to click on, whether or
not we wish to purchase the item that they
are showing. Can you resist the charm of the
Shakira Silk Shirt? Have you always wanted
an Elizabeth Rose Dress by French
Connection? Click on the Youtique button and
you will be sent directly into the online
store of the UK brand where you can choose
your size, colour and complete the purchase.
We’re already crazy about Youtique: and you?
Cookbooks all tend to
have the same look: the list of ingredients
on one side, the explanation of how to mix
them together, and a beautiful photo of the
end result, quality print, glossy paper. The
new cookbook by Ikea entitled Hembakat är
Bäst comes with a very different
approach, and in English it should sound
something like Homemade is Best. What
has Ikea got to do with recipes and food?
The combination is less risky than you may
think, just start by thinking of a cake as
though it were a piece of furniture, with
its pieces to be assembled, tools to be
used, following a precise procedure. An
extension of the do-it-yourself
philosophy that decreed the success of the
Swedish brand. This is what was done by the
photographer Carl Kleiner and Evelina
Bratell, who is a food stylist by
profession: for every recipe there are two
images (and that’s all): a “before” version
with the ingredients on show, and an “after”
version with the finished recipe. The result
is something never seen before, closer to
design than cuisine: minimal, detailed,
accurate, and colourful. That’s enough
words; we’ll let the images speak for
themselves.
The most “revolutionary”
component of that revolution called Facebook
was putting people’s degree of
confidentiality to the test: we’ve all
decided to show our face to the world,
giving our photos as a gift to the world
wide web. With Facebook we all (or almost
all of us) have a face. There are those who
wish to compare this practice to the
portrait painting of the Renaissance: like
then, portrait painting was assisted by
refinements in mirror crafting, Facebook has
given new life to the self-portrait, even
without the authors actually knowing it.Doogie Horner – a writer, designer,
comedian and author of Everything
Explained Through Flowcharts (Harper
Collins, 2010) and Dirty Jokes Every Man
Should Know (Quirk, 2009) – started off
from this assumption to draft his
semi-serious guide to understanding people’s
personality from the photo in their Facebook
profile. The portraits on “face book” have
their tropes, exactly like art: The
shot taken from the PC, almost always
through photo booth by Mac in its various
transformations; blue sky background,
bikini and sunglasses; the portrait in the
bathroom mirror, with the flash in view. And
what’s more: the zoom, the cutting of the
photo, the slant of the head…every element
can provide useful hints for us in
understanding the personality of the user.
PJ Long is a blogger who
became famous for telling the story of his
adventure on the road in Barcelona through
an on-line diary.
Pepe Jeans London is a
clothing brand that is about to inaugurate
its single-brand store in the heart of Rome.
What do Pepe Jeans London
and PJ Long have in common, apart from the
initials of their respective names? The
guiding thread is to be sought in the
dynamics of the mega contest set up over the
last two months by the London brand, in
preparation for the launch of the Roman
store. The launch has availed of a series of
original initiatives that took form on the
web and the social networks, involving an
impressive number of users in an exciting
dynamic of reality versus virtuality, with
the English blogger among the protagonists.
PJ Long has in fact decided to repeat the
experience of his on the road diary,
involving and inviting the users on the web
to point out the coolest places in the city
of Rome. The result? A stimulating social
travel guide to the trendiest hotspots of
the Roman clubbing scene, written by those
who are part of the capital’s trendy
lifestyle. Furthermore, those who were lucky
enough to meet PJ Long around Rome over the
past few days won a trip to London for two
people.
The world’s largest theme
park, the first ever created and dedicated
to the red car from Maranello, this is the
Ferrari World of Abu Dhabi, capital of the
United Arab Emirates.
An incredible mixture of
passion, excellence and technological
innovation that has always characterised the
Italian brand – these are the elements
making up this wonderful theme park to be
inaugurated by the excellence of the sector:
Filmmaster Events.
Selected from among the
best events agencies within the territory,
Filmmaster Events soared well above the
competition thanks to the elevated quality
standard offered. A standard of an
undisputable level and that rests on the
basis of the talent of this sector’s
excellence, originating from the whole world
as well as from the creative genius of the
most typical Made in Italy product.
Furthermore, this event
will also mark the birth of the first
Filmmaster Mea office (Middle East & Africa)
right in Abu Dhabi, an event within an event
so to speak, that celebrates the red pride
of our homeland.
18 Italian directors and
18 short films to pay homage to a city that
very few people truly know. Le città
invisibli di Milano is a collective work
that saw the participation of some of the
most interesting names in the Italian cinema
and advertising worlds (Luca Lucini, Ago
Panini, Federico Brugia, Giovanni Bedeschi,
Alex Orlowsky) and it is the starting point
from which to recall the 25th
anniversary of the death of Italo Calvino.
Edited by Pasquale Diaferia and Eugenia
Morato, in collaboration with Pietro
Cerretani, the project was created
exclusively for La Settimana della
Comunicazione and rather than speaking
about Milan, a choice was made to physically
venture into the city, to slip into its
folds, to cover its walls. On the night of
the 1st of November in fact, the
18 short films animated the walls of the
city, transforming them into cinema screens.
Milan was thus put face to face with the
many souls that it possesses: the voices,
the pain, the windows, the wall, the
movement, the food and a lot more. The
directors gave profoundly different
interpretations in terms of style and
feeling, but they all found themselves
declaring their love for a city that has
always generated great passions, that unites
and moves apart, that produces and destroys,
that highlights and depresses. There was
great appreciation in particular for the
short film by Cattaneo, a young director
from the Filmmaster stud, dedicated to
“reflections of the city” and for the work
of Lucini, an affirmed cinema director who
has been working exclusively with the
production company for years.
Filmmaster and Tod’s have
come together to create An Italian Dream,
a short film lasting 3 minutes that the
New York Times has defined “poetic”.
Presented to the worldwide press during the
last Fashion Week, the film tells the story
of the care and attention to craftsmanship
that has always characterised the Italian
brand, through a parallelism with one of our
country’s points of excellence: The Scala
Theatre, which has granted the use of its
exclusive spaces and its dance corps for the
first time. The union between ballet, music
and fashion – the fruit of the collaboration
of Filmmaster with FormaPura, a
communications agency specialised in luxury
brands – is the work of Matthias Zenter, a
prominent director who is appreciated for
his aesthetic finesse and a wholly European
construction of the image. 13 Scala dancers
choreographed by Gianluca Schiavone for 13
frames, created in just 48 hours, and
involving the entire theatre: the stage, but
also the stalls and the boxes. This was an
arduous task that was made possible thanks
to the experience of all parties involved
and a harmony that only certain art forms
manage to infuse.
Filmmaster TV signs a new
show deal with the Ale & Franz duo
The Ale & Franz Sketch
Show is a new programme involving the tried
and tested comedy duo, which has been
broadcast every Friday in the late evening
on Italia Uno since last September. But not
everyone knows that Filmmaster Television
lies behind this success, having produced
the entertaining programme for RTI in
collaboration with Bananas.
6 weeks in Brianza and 2
weeks in the studio to make 15 films per
day, totalling no less than 420 exhilarating
sketches with absolute protagonists
Alessandro Besentini and Francesco Villa,
known to the wider public as Ale & Franz.
“It was a real pleasure
to work for Fatma Ruffini and RTI on such an
important and involving project. It took us
two years to see this project actually be
completed, but in the end we really are very
satisfied and entertained”, said Filippo
Chiusano, MD of Filmmaster Television, after
all, how can we fail to be entertained by
the sophisticated comic talent of this duo?
The external directorship
was entrusted to Latino Pellegrini, while
the in studio direction is by Duccio Forzano.
Maria Luisa Congedo was the executive
producer for Filmmaster Television, which
has truly produced a show that is a whole
lot of laughs!
This time we are talking
about a primate worthy of the Guinness Book
of Records: a structure measuring 80m in
length, 40m in width and 20m in height, with
22,000 cubic metres of helium inside it. We
are talking about the world’s largest
aerostat, and it was created by K-events for
the Opening Ceremony of the 19th
Commonwealth Games held in New Delhi on the
3rd of October. The large “ball”
designed by set-designer Mark Fisher was the
true protagonist of the ceremonies, a unique
exemplar in the history of shows and the
fruit of advanced engineering technology.
The project required nine months work and an
international team consisting of
professionals originating from 6 different
countries. The materials used also underline
the “international” vocation: originating
from the United States, they were assembled
in Great Britain and filled with helium
coming from the United Arab Emirates. But
don’t think of the aerostat as a showy
element, although the visual impact is
significant; thanks to its extreme
versatility, it constituted the technical
support for the futuristic video and light
plants, a tool used for the creation of
spectacular air and surface choreography for
video projections. All in all, this
installation managed to charm all those
present along with millions of viewers, and
this was made possible thanks to the
know-how acquired by the Filmmaster group
over 30 years of experience.
He started to publish
comic strip stories in the mid 70’s in the
magazines Re Nudo and Il Mago
(in which he was forced to sign with the
pseudonym Winslow Leech at the
beginning of his career); for a short time
he presented a series of programmes for the
famous Radio Alice in Bologna. In 1977 he
participated in the creation of the magazine
Cannibale, along with other
big names from the European comics scene:
Andrea Pazienza,
Tanino Liberatore,
Stefano Tamburini and
Massimo Mattioli.Since 1978 his
comics have been published in the weekly
Roman magazine Il Male, of which he
quickly became one of the main designers. In
1980 he founded the monthly magazine
Frigidairewith the same
group of authors and Vincenzo Sparagna. The
magazine has been around for over twenty
years, and on those pages he created his
most well-known comic works: Dalia
Azzurra, dottor Gek, Primo
Carnera,
Il Mar delle Blatte,
Macchine a Molla. Since the nineties,
with comic stories, interventions, reviews
and illustrations, Scòzzari has been a guest
on the pages of the designer eroticism
monthly magazine Blue,
Coniglio Editore, which closed in
2010 with its 200th issue.In 1996 he
published his autobiography Prima Pagare
Poi Ricordare. In 1996, again for
Castelvecchi, he published the anthology
XXXX, Racconti Porni. In 1999 he
published the anthology of illustrations
called Figate and he wrote
L’Isterico a Metano, an educational
novel for Mondatori/Strade Blu. It sold over
six thousand copies. In 2008 he published
the diary-manual-compendium Memorie
dell'Arte Bimba, edited by Coniglio
Editore, Rome. In 2010 the twenty-five
stories of "Filippo Scòzzari e l'Insonnia
Occidentale", was released in an
anthology, again with Coniglio Editore.
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