NOT - News On Trend è la newsletter mensile di informazione su innovazione e tendenze in campi quali eventi, marketing alternativo, pubblicità, media, entertainment, fenomeni sociali powered by Filmmaster Group
A few days back I
screwed up big time, causing one of the
most clicked and shared pieces of news
in the social media and the entire web
of all Italy.
It all started with
an “Open letter to creatives and mind
workers” written to state a simple fact:
creativity, in all its forms and
languages, must be brought back in the
political debate and agenda of this
country (and every other Country).
This should translate
to more rights and forms of protection
for an audience made of talents – often
times anonymous and invisible; but also
a new law on intellectual property
rights and copyrights. And creatives
themselves should commit themselves to
change the status quo and be more
influential on choices and decisions
being made.
The aim is to enhance
the “culture of beauty”, leveraging it
as a means and as an end, in close
connection with technology research and
youth issues.
This process may seem
utopian, but we, the creatives, have a
reputation for liking utopia. This is
why I am asking you, besides reading the
letter it all started from, to take your
information regarding the protection of
creativity in Europe today and post it
in the website (in the countries where
NOT readers work and live), in the
United States, the Middle East and
Africa and in the Asian Markets.
This editorial,
you’ll see, is completely different from
all the others. For good and bad.
But creatives, you
know, are unpredictable people, or at
least they should try to be.
This video is all over
the Web. The title chosen for the campaign
made for L’Oréal is Go beyond the Cover. The
production is the result of an interesting
collaboration between Rico Genest (aka
Zombie Boy) and Demablend Professional, the
Vichy laboratories experts who specialize in
extreme concealers achieved with make-up.
Zombie Boy is one of the
most tattooed men in the world and, to
celebrate the French cosmetic brand, he
decided to cover almost his entire body with
a very effective powder concealer. The
visual impact is extraordinary, the video,
as it unwinds, narrates how a man, whose
body is almost entirely covered with
tattoos, is “reborn a child” with pure and
unblemished skin. The commercial is bouncing
all over the world and we had to report it
as a Special Note. The idea to highlight the
concealing properties on this lotion by
means of a human “dummy” is pure genius. The
before and after comparison shots are simply
outstanding!
The name is not likely to
ring a bell, but Vahram Muratyan is an
illustrator/graphic designer who took a
passion for creating a “friendly visual
match” between two love-cities: Paris and
New York. A Parisian by birth but a huge fan
of the big apple, he had fun comparing the
two cities through their common places,
icons, customs but also clichés: an eternal
challenge unwinding through 5th
Avenue and Champs Elysèes, between the
Eiffel Tower and the Statue of Liberty. This
playful comparison was initially meant to
take the form of a blog, it first became a
poster exhibition at Colette, a cool
Parisian spot, then a teatable book the
object of desire of many design bookstores.
The multitasking content does not seem to
ever run out of imagination, since there are
infinite symbols and icons that relate to
the urban identity of the two cities to take
inspiration from. Let the images speak,
then!
Who said that the “design
for all” marketing paradigm is suitable
exclusively for Ikea?
The e-commerce
development allowed very interesting
examples to surface, which could, for
instance, match interesting prices with the
on-line sale of exclusive products.
Fab.com is one of these
examples, and they chose to go social.
While the Swedish giant
has always stood for mass production of low
cost objects, often borrowing their
inspiration from other people’s original
ideas, Fab.com offers a range of products
made by start-up companies and designers who
put up the results of their creative process
for auction.
Sometimes auctioneers
really have to rush because the number of
pieces available per item is very limited.
The website allows one to
make a purchase only if invited by somebody
who is already a member, and it features an
incentive system aimed at “viral” promotion
with social networks.
If one of the guests I
invited should make a purchase, I would win
credit to spend in the website.
The famous commercial
went: There is an App for everything. With
this article we at Not decided to stress
this powerful plus, the undisputed added
value to smartphones and the apple. Who has
never taken a shoebox to store old black and
white pictures, or those time has slightly
yellowed? Every home has at least a boxful
of old memories and this is precisely how
Apple’s latest, extravagant App came to
life: Shoebox.
The application is meant
to replace the old shoeboxes that can now
rest in peace. Take a picture with your
iPhone and the Shoebox application will
automatically store it, as though you were
putting it in the memory box of your
basement, only it will rest safely in your
smartphone.
Old memories come back in
fashion because it will be easier to use
them, we can re-live our memories at any
given time and share them with our friends
in a few seconds without having to go
through all the pain of looking for them in
the dust-covered box stored in your
basement.
Our ancestors, posing in
yellowed pictures, come back to a new life
thanks to Shoebox.
Iceland is a very
democratic Country. Democracy in Iceland
rests on Facebook, Twitter, YouTube…Out of
320,000 inhabitants of Iceland, two thirds
have a Facebook profile. Indeed, the new
Icelandic Constitution in being written on
the Internet, and more specifically with the
aid of social networks: the whole work done
by the Constitutional Committee is examined,
debated, integrated and amended on Facebook.
The crisis put Iceland on
its knees; it completely drove its banks and
institutions to the ground. After this
collapse, the Government decided to turn a
new page and approve a new constitution in
replacement of the 1944 document, drafter
right after the Country’s independence from
Denmark.
"I believe this is the
first time a Constitution is entirely
drafted on the Internet", Thorvaldur
Gylfason, member of the Constitutional
Committee and Professor of Economics at the
University of Reykjavik told the Guardian.
"Thus the public may witness the birth of
the new document”, contrary to what has
customarily happened so far with the
Constituent Assemblies, when the fathers of
Constitutions preferred to lock themselves
up in remote places, far from any external
influence".
The basic idea is simply
revolutionary: that is, the citizens are
involved at the beginning and not at the end
of the process by means of the
constitutional referendum. 950 citizens were
selected randomly, by means of crowdsourcing,
to take part in a one-day debate of the
Constitution-to-be. The meetings of the
Committee are open and broadcast live on the
Committee’s website and Facebook page; the
board also has a Twitter account, a YouTube
page and a Flickr account featuring the
pictures of its twenty-five members.
This idea could only be
conceived in a time of economic crisis, one
of the darkest of our time: it consists of a
blog that describes the Stock Market
collapse by means of the facial expressions
of those who caused it, understand it,
disseminate it and fight it: brokers. This
blog is not brand new (the first post dates
back to 2008), but today it has become
“cynically” popular among advertisers,
journalists and economists. Browsing through
the pictures, one realizes that there is no
such thing as country, race, gender, sexual
preferences; this collection is the
measurement gauge not only of market trends,
but also the mood swings of society as a
whole. “Terrible yet entertaining”, is what
Matthew R. Robinson, founder of the blog
must have thought. The key to the blog is
its sheer simplicity: no words, only dates
and images. It is only fair to wonder what
is so amusing about so much despair… The
only reason for this could be the blogger
being out of a job as he himself put it:
“Now I no longer think all this to be so
funny. The blog? I’ll keep it open at least
until I find a job: maybe this is why I hope
it will age fast…”.
At this very moment a new
viral form of urban art is spreading all
over the world. After Parkour, the time has
come for Bodies in Urban Spaces to take
over, straight from Mozart’s country:
Austria.
This new, amazing street
art trend springs from the Central European
country thanks to two Viennese artists, Cie.
and Willi Dorner. The project is halfway
between art and performance, with clear
reference to sculpture. In fact it furnishes
urban spaces with human bodies, face covered
and clad in vividly coloured sweatshirts
that create a chromatic contraposition with
urban concrete grey and find their way into
urban architecture; a need, once again
uttered, to retrieve urban spaces with an
almost carnal approach. Willi Dorner toured
the world and used different “bodies” in
every corner of the planet, for the most
part local artists and dancers who are
blessed with a flexible, yet strong and
light, physique.
“Personally” taking over
urban spaces is the new trend in urban art.
Filmmaster Group
is awarded the executive production
of the major events of Rio 2016
Olympic Games
The first Italian
gold at the Rio 2016 Olympics was
already won, even though the races
haven’t starter yet. Filmmaster
Group was awarded the executive
production of the major events of
2016 Olympic Games at Rio de
Janeiro, an event that will leave a
mark for the entire South American
country. After an international
tender, the Rio 2016 Olympic
committee disclosed the name of the
awardee and trusted the organization
and production of the Olympics and
Special Olympics ceremonies to the
Cerimonias Cariocas consortium born
of the Italian Brazilian partnership
founded by Filmmaster Group and
SRCOM.
The five-month
tender saw 12 participants, which
also happened to be among the best
international companies in the large
ceremony organization business.
The Cermonias
Cariocas 2016 consortium got the
highest scores on all the selection
criteria chosen by the Committee,
including a proven track record, the
suggested approach to ceremonies and
large live events connected to the
Olympic games and the management
method.
The first medal
for Italy was already awarded and
Marco Balich’s team is already
working to lay the ground for the
Olympic athletes of the future
together with Abel Gomes, one of the
key actors in the Carioca
entertainment industry, Flavio
Machado partner of SRCOM and Ric
Birch, a mega-event consultant and
internationally-famed professional.
The statement
made by the President of the
Committee Carlos Arthur Nuzman is
quite self-explanatory: “This choice
combines the Brazilian event
production talent and the
international experience in Olympic
ceremony organization. The synergy
shown by the two companies is a
perfect combination embodying the
true essence of Rio 2016”.
Shot in Spain with the
support of the new Filmmaster branch in
Madrid, the new Calzedonia commercial was
produced in celebration of the 25th
anniversary of the underwear apparel and
socks company.
A famous and top-quality
director was selected for this very
important occasion: Ago Panini. Since the
very beginning Panini showed great
enthusiasm to work with cdp, whose President
happens to be Giorgio Marino. The Italian
maestro had already collaborated with
Filmmmaster in the past, in projects that
will be indelibly written in the history of
advertising.
Giorgio Marino, thrilled
with this joint project, stated: “We tested
the potential of our Filmmaster Madrid
branch. This “colossal” was managed with
production flexibility and an infinite
number of original locations to choose from
and in line with the client’s requirements.
We shot at night in one of Europe’s largest
airports and managed to get the permits even
though the memories and echoes of the
terrorist bombings still lingered in the
air. Moreover, the variety and advantages
Spain was able to offer us were such that,
together with the client and the agency, we
managed to accomplish a production of superb
quality.”
“Da 25 anni insieme”
(together for 25 years) is the title to the
new Calzedonia commercial, as well as a wish
the most important advertising production
company in Italy makes for a long lasting
collaboration with Ago Panini.
Joel
Schumacher makes l’Attesa for the Italian
brand
Batman Forever, Batman &
Robin, The Phantom of the Opera, the Client,
Phone Booth, Falling Down; and now, l’Attesa.
Not quite satisfied with his star-studded
career, Joel Schumacher took on yet another
creative challenge and made the new Compari
communication campaign, on air as of
November 21st, 2011. The film,
produced by Filmmaster and devised by BCube,
describes the “wait” (l’attesa) as the
essence of pleasure: fixing a Campari,
before savouring it, is in itself a great
pleasure. A blend of baroque and modern
style, the scenario envisaged by Schumacher
is at once Versailles and Laboutin: with a
number of evocative images and a very
detailed and cross-styled set, the director
takes us to a state of marvellous euphoria,
both experienced and shared, that goes with
Campari’s aperitivo ritual.
Schumacher’s Director’s Cut was presented at
the Rome International Film Festival, thus
revealing the unpublished details and the
melody composed for the purpose. The image
selection turned the short film into an
incredible treat for all the entire Festival
audience.
Argentine ‘s
Daniel Rosenfeld makes it to Filmmaster
The search for young
talents never stops at Filmmaster. The
talent No.5 to work for the Italian
production company (after Marco Gentile,
Jason Harighnton, Tony Kaye, Alessandro
Pacciani) is Argentina-born Daniel
Rosenfeld, a well-established film,
documentary and advertising campaign
director. A very important new addition,
debuting with “Le cose più belle si fanno
in due” (it takes two to do wonderful
things), Vodafone’s new multi-subject
campaign currently on air. “We immediately
felt in tune with Daniel”, explains Lorenzo
Cefis, partner and executive producer at
Filmmaster. “He impressed me both for his
skills as a director but first and foremost
for his personal qualities. He can convey
great confidence, he is committed and
determined to give a shape to his idea, is
perfect for team working, always smiling and
capable of putting the whole team in a good
mood.” Born in 1973, Daniel started his
career as Assistant Director with Alejandro
Agresti, then shot Saluzzi, his first
documentary on Dino Saluzzi, the film score
composer for Godard and Almodovar’s films,
presented at the Berlin International Film
Festival; then came “The Chimera of heroes”,
a film that won the Best Director and the
Special Jury Awards at the Venice
International Film Festival. In addition,
Daniel shot several commercials for Pepsi,
Continental, Close up.
Andras Calamandrei, born in Zofingen (CH) on
August 4th, 1975, graduated at
the “Fondazione Studio Marangoni”
photography school in Florence. In 2001 he
was invited to “Artworkshop 01” (Casino
Luxenbourg contemporary art centre) curated
by Paul Di Felice, Christian Gattinoni and
Wim Delvoye. Between 2003 and 2004 he is
selected for several workshops held by Arno
Minkknen, Katarzina Kozira and the Stalker
collective. In 2009 he is invited to take
part in a workshop with Kevin Power and to
the “LIPAC-Laboratory of Investigation into
Contemporary Art Practice” with Atelier Van
Lieshout, Raimond Chaves, Lara Almarcegui,
and Marta Minujin.
Among his main collective and personal
exhibitions: Back to 04.04.99,
curated by Nicoletta Leonardi,
Archivio Fotografico Toscano, Prato, and
Rencontres d’Arles, 2002; Contested Space,
curated by Marco Scotini, Spazio Alcatraz,
Florence, 2003; Networking – The cities
of the people, curated by Marco Scotini,
Ex Macelli, Prato, 2003; Available Space
- Desautorazione, Palazzo Santa
Margherita, Modena and at the Kunsthaus
Tacheles Cultural Center, Berlin, 2003-2004;
Empowerment, curated by Marco Scotini,Villa Croce Contemporary Art Museum,
Genoa, 2004; Rotte metropolitane: The
Visible City, curated by Daria Filardo,
Ex Carcere le Murate, Florence, 2004;
Empresas Recuperadas,
Casa de la Cultura de Buenos Aires and
Ministry of Labour, Buenos Aires, 2005 and
2007; Hermes 1999-2006, Festival de
la Luz, Buenos Aires, 2006; Hermes
1999-2007 curated by Marta Casati,Photoshow, Milan, 2007; Seek Refuge,
curated by Marta Casati, Venice 2008; You
don’t have to be sure, curated by A.
Titolo, CESAC Centre for Contemporary Arts,
Cuneo, 2010.
His
work is currently exhibited at Prato’s
Magazzino 1b under the title sometimes I
wish I could swallow up all the existent
words, and in November in New York at
Producing Censorship by Premio Celeste.
The contents and the contents of this
digital magazine are the result of revision
by the editors of NOT.
Each image is the source. We reserve the right to accept
any further reporting. Where the source is not indicated, the authorship of the image is
attributable to the editor.
Photos are taken from the site sxc.hu
