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Fellini Forward
Agency Wunderman Thompson Italy / Milan + Unit9 / London + Hill+Knowlton Strategies / London + FM Photographers / Milan
About the Work
Since its creation, Campari has inspired the creativity of artists across different fields. Working with directors such as Sorrentino, Sollima and Garrone, its relationship with cinema has grown strong over the years. In 2020, for the 160th anniversary of Campari and the 100th anniversary of Federico Fellini, the challenge was to become a real game changer, creating something able to leave a mark in the cinema world.
Collaborating with AI, we set out to unearth Fellini’s creative genius in ways that had never been done before and create a new short film infused with the genius of the Italian director.
With computer vision and machine learning frameworks - such as real time object and multi-person tracking, face detection and shot type classifier models, emotion analysis services, and text prediction models - we analyzed Fellini’s past work to extract data and establish patterns of signature Fellini creative decisions. We looked at shot type, camera movement, dialogue and facial emotions.
A new AI-driven script-writing tool was created using the GPT-2 AI model. This was retrained on Fellini transcripts, film script structure and syntax to make Felliniesque dialogue, characters, action and parentheticals contributions to the new script.
We developed a pre-visualization tool from scratch which was used to bring the overall vision of the short film to life. The AI model at the core of the tool, the Fellini shot prediction model, was developed as a plug-in for real-time 3D creation platform, Unreal Engine. The Felliniesque nature of the AI-generated ideas pre-shoot were able to be accessed as real-time renders in Unreal Engine, leading us during the shooting.
Although some of these tools had been used before, the way we were combining them to create a new workflow was completely unique.
Another key part of our idea was to corroborate the AI’s suggestions with a team of human experts – members of Fellini’s original crew - to validate that the output data felt true to the director’s style.
The whole project was filmed throughout in a one-of-a-kind documentary by award winning duo ZCDC, premiered at Venice Film Festival, presented at NY Film Festival and now on Prime Video.
Collaborating with AI, we set out to unearth Fellini’s creative genius in ways that had never been done before and create a new short film infused with the genius of the Italian director.
With computer vision and machine learning frameworks - such as real time object and multi-person tracking, face detection and shot type classifier models, emotion analysis services, and text prediction models - we analyzed Fellini’s past work to extract data and establish patterns of signature Fellini creative decisions. We looked at shot type, camera movement, dialogue and facial emotions.
A new AI-driven script-writing tool was created using the GPT-2 AI model. This was retrained on Fellini transcripts, film script structure and syntax to make Felliniesque dialogue, characters, action and parentheticals contributions to the new script.
We developed a pre-visualization tool from scratch which was used to bring the overall vision of the short film to life. The AI model at the core of the tool, the Fellini shot prediction model, was developed as a plug-in for real-time 3D creation platform, Unreal Engine. The Felliniesque nature of the AI-generated ideas pre-shoot were able to be accessed as real-time renders in Unreal Engine, leading us during the shooting.
Although some of these tools had been used before, the way we were combining them to create a new workflow was completely unique.
Another key part of our idea was to corroborate the AI’s suggestions with a team of human experts – members of Fellini’s original crew - to validate that the output data felt true to the director’s style.
The whole project was filmed throughout in a one-of-a-kind documentary by award winning duo ZCDC, premiered at Venice Film Festival, presented at NY Film Festival and now on Prime Video.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Wunderman Thompson Italy / Milan
PR / Marketing Agency
Hill+Knowlton Strategies / London
Production Company
UNIT9 / London
FM Photographers / Milan
Art Director
Arianna Nitri
Karol Goreczny
Chief Creative Officer
Lorenzo Crespi
Creative Director
Lorenzo Branchi
Dario Marongiu
Maximilian Niemann
Executive Producer
Martino Butti
Producer
Yi Nong Dong
Account Director
Eliza Guarienti
Account Executive
Marco Celletti
Account Supervisor
Federica Carpanzano
Global Chief Creative Officer
Bas Korsten
Daniel Bonner
Project Manager
Piotr Przygoda
Technical Director
Maciej Zasada
Technical Lead
Andrew Oaten
3D Director
Sandeep Kamal
Assistant Producer Documentary
Joe Youens
Client Service Director
Lorenzo Salemme
Marco Croci
Composer Documentary
Matthew Joynt
Composer Short Movie
Jascha Viehl
Costume Designer Short Movie
Daniela Ciancio
Creative Concept
Davide Bianca
Director Documentary
Zackary Canepari
Director of Photography Documentary
Michael Paleodimos
Director of Photography Short Movie
Jalaludin Trautmann
Director Short Movie
Maximilian Niemann
Directors Documentary
Drea Cooper
Editor Documentary
Toby Conway-Hughes
Editor Short Movie
Alex Burt
Executive Producer Documentary
Adam Dolman
Global Client Leader
Ruth Arban
Global Creative Director Campari WPP
Sergio Rodriguez
Head of Digital Strategy
Alessandro Fusco
Head of Innovation
Marco Papale
Junior Account
Jacopo Galimberti
Producer Documentary
Gary Kout
Harry Starkey-Midha
Producer Short Movie
Harry Starkey-Midha
Production Designer Short Movie
Laura Pozzaglio
Project Director
Marc D’Souza
Screenwriter
Eros Tumbarello
Senior TV Producer
Virginie Alexandre
Sound Development
Jascha Viehl
Strategic Planner
Andrea Betti
UX Designer
Matt Silverstein
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