Title | FELLINI FORWARD |
Brand | CAMPARI GROUP |
Product/Service | CAMPARI RED DIARIES |
Category |
A01. Data-enhanced Creativity |
Entrant
|
WUNDERMAN THOMPSON Milan, ITALY
|
Idea Creation
|
WUNDERMAN THOMPSON Milan, ITALY
|
PR
|
HILL+KNOWLTON London, UNITED KINGDOM
|
Production
|
UNIT9 London, UNITED KINGDOM
|
Post Production
|
UNIT9 London, UNITED KINGDOM
|
Credits
Sergio Rodriguez |
WPP |
Global Creative Director Campari WPP |
Lorenzo Crespi |
Wunderman Thompson Italy |
Chief Creative Officer |
Dario Marongiu |
Wunderman Thompson Italy |
Creative Director |
Lorenzo Branchi |
Wunderman Thompson Italy |
Creative Director |
Virginie Alexandre |
Wunderman Thompson Italy |
Senior TV Producer |
Marco Papale |
Wunderman Thompson Italy |
Head of Innovation |
Alessandro Fusco |
Wunderman Thompson Italy |
Head of Digital Strategy |
Arianna Nitri |
Wunderman Thompson Italy |
Art Director |
Maximilian Niemann |
Unit9 |
Creative Director |
Marc D’Souza |
Unit9 |
Project Director |
Martino Butti |
Unit9 |
Executive Producer |
Yi Nong Dong |
Unit9 |
Producer |
Maciej Zasada |
Unit9 |
Technical Director |
Harry Starkey-Midha |
Unit9 |
Producer Short Movie |
Drea Cooper |
Unit9 |
Directors Documentary |
Zackary Canepari |
Unit9 |
Directors Documentary |
Gary Kout |
Unit9 |
Producers Documentary |
Adam Dolman |
Unit9 |
Executive Producers Documentary |
Andrea Betti |
Wunderman Thompson Italy |
Strategic Planner |
Ruth Arban |
WPP |
Global Client Leader |
Marco Croci |
Wunderman Thompson Italy |
Client Service Director |
Lorenzo Salemme |
Wunderman Thompson Italy |
Client Service Director |
Eliza Guarienti |
Wunderman Thompson Italy |
Account Director |
Federica Carpanzano |
Wunderman Thompson Italy |
Account Supervisor |
Marco Celletti |
Wunderman Thompson Italy |
Account Executive |
Jacopo Galimberti |
Wunderman Thompson Italy |
Junior Account |
Why is this work relevant for Creative Data?
Fellini Forward is a groundbreaking project made possible by harnessing the power of AI to extract and analyse data and convert this into creative output in order to enhance the filmmaking process. Whilst the data-driven world of AI has not always been synonymous with the emotion-fuelled craft of creativity, the way that data has been used within this collaborative workflow between humans and machines has resulted in a completely original piece of cinema influenced by one of Italy’s greatest creative minds - Federico Fellini.
Background
Since its creation, Campari has pushed the boundaries of creativity to go beyond the norm, and its relationship with the arts - especially cinema - has grown strong. Having worked with the iconic film director, Federico Fellini, on one of his few brand collaborations in 1984, Campari wanted to continue and celebrate his legacy with a forward-thinking project that blends creativity and innovation in the cinema industry with the most cutting-edge technology. Was there a way for us to bring the Maestro back from the grave to direct a new short film?
Describe the Creative idea / data solution (20% of vote)
Using AI, we aimed to unearth Fellini’s creative genius in ways that had never been done before, creating a new short film infused with the essence of the Italian director. By training an AI on Fellini’s past works, we would be able to extract and analyse past data in order to generate ideas for a new piece of cinema that would feel authentically Felliniesque. We would develop a unique workflow consisting of existing and new AI tools in order to do this. Another key part of our idea was to corroborate the AI’s suggestions with a team of human experts - creatives and members of Fellini’s family and crew - to validate that the output data felt true to the director’s style. This was to be an intimate love letter written in 1s and 0s - an ode to Fellini, technology and cinema, written at the intersection point where they
Describe the data driven strategy (30% of vote)
Using AI tools, we knew that we could thoroughly analyse Fellini’s past movies and scripts to extract data and establish patterns that could ascertain his signature creative decisions - such as shot type, camera movement, dialogue and facial emotion amongst other elements. This is something humans alone could never do. Because the only data sources we were feeding the AI were Fellini’s past work, we could be sure that the AI output would be representative of the director’s style. Our creative decisions in the filmmaking process were therefore all to be influenced by what this data told us about Fellini’s creative vision.
Describe the creative use of data, or how the data enhanced the creative output (30% of vote)
Data-driven AI tools made a significant contribution to the creative vision of the film. Thanks to data collected from submitting Fellini’s past screenplays, a script writing tool was developed to help identify Fellini’s writing style. The screenwriting application was specifically designed to allow human screenwriters to work hand-in-hand with the AI in script creation. This bespoke tool was able to suggest copy and dialogue to include in the new script based on it’s learnings from past Fellini works.
A pre-visualisation tool was also developed to ingest the short film script and leverage the data to generate a set of creative suggestions in terms of camera position, movement, shot type and duration. The film shots were sequenced in Unreal Engine, meaning that the human director on set was able to iterate the screenplay using the real-time visualisation, reconstructing and editing the content based on key insight from the machine.
List the data driven results (20% of vote)
Developing this unique collaborative workflow between machines and humans allowed us to create a new piece of cinema that felt authentically Felliniesque, something that would never have been possible without the data-driven guidance of the AI. Close members of Fellini’s family and past crew were involved in the process to validate that the AI suggestions were truly Felliniesque, and their expert verdict is that the final output certainly fulfilled our objective to create a new piece of cinema that aligned with the director’s style.