ROCKIN' MAMAS

Grand Prix
TitleROCKIN' MAMAS
BrandWEB MAGAZINE MAKERS
Product/ServiceROLLING STONE ITALIA
Category A01. Direction
Entrant VMLY&R ITALY Milan, ITALY
Idea Creation VMLY&R ITALY Milan, ITALY
Media Placement WEB MAGAZINE MAKERS PUBLISHER OF ROLLING STONE ITALIA Milan, ITALY
Production MOVIE MAGIC INTERNATIONAL Milan, ITALY
Production 2 GOOD PEOPLE FILMS Cairo, EGYPT
Post Production OPERA MUSIC Milan, ITALY
Credits
Name Company Position
Francesco Andrea Poletti VMLYR Chief Creative Officer
Nicoletta Zanterino VMLYR Creative Director
Cinzia Caccia VMLYR Creative Director
Riccardo Baita VMLYR Copywriter
Cinzia Caccia VMLYR Art Director
Lorenzo Croci VMLYR Art Director
Barbara Ruscio-Levi VMLYR Business Development Director
Alessandro Giberti Web Magazine Makers licenziatario Rolling Stone per l’Italia Editor-in-Chief Rolling Stone Italia
Matteo Berciga Web Magazine Makers licenziatario Rolling Stone per l’Italia Business Development Manager
Veronica Dolce Web Magazine Makers licenziatario Rolling Stone per l’Italia Marketing Manager
Ali Ali Good People Film Director
Giorgio Borghi Movie Magic International Partner/Executive Producer
Anna Lisa De Maria Movie Magic International Executive Producer
Sarah Touma Good People Film Executive Producer
Alessandro Naboni Movie Magic International Producer
Veta Chatzioannou Good People Film Producer
Pierre Mouarkesh Good People Film DOP
Cristiano Joyeusaz Operà Music Partner / Project Manager
Massimiliano Peretti Operà Music Partner / Mixing Engineer / Sound Designer
Francesco Menegat Operà Music Music Coordinator/Project Manager
Daniela Chiara Operà Music Project Manager
Alessandro Ciani Operà Music Composer / Music producer
DeeLayDee DeeLayDee courtesy of “I'm Not A Machine” Voice Over Artist
Beth Wade VMLYR Contributor
Theresa Notartomaso VMLYR Contributor

Write a short summary of what happens in the film

The film is an ode to the true rockstars of the year. Mothers. The ones who lifted us up, held the band together, kept the stove on fire. Day in and day out, without rest. Dinner demands, lunch and big boss pants. Zoom calls, broom calls. When the shit hit the fans all over the world, and work-life balance went tits up, they were our guiding lights, our icons, our super stars. The ones who kept the show going on. The scenes are like tableaus - frozen moments, raw, human, exposing everything: emotions, puke, ugliness, beauty. They are mothers. But they are also goddesses and warriors. The voice over describes a day in the life of any mother. There is a parallel to the day in the life of a rockstar, waking up fully dressed in a hotel room, having to get back onto stage, performing – all night long.

Cultural / Context information for the jury

Italy was the first European country to be hard hit by COVID-19 and is among the countries that have suffered the most serious consequences from the pandemic. In 2020 and 2021, the pandemic shut schools and work places, throwing family life into chaos with responsibility falling mostly on mothers. According to data, in fact, Italian women carry out about 70% of child care work in families and 56% of housework: the pandemic outbreak has had very serious consequences on women who have found themselves managing, basically on their own, children’s care and distance learning, remote working and home chores. All at same time, in the same place.

Tell the jury anything relevant about the direction. Do not name the director.

In directing this we wanted to go for honesty above all. A genuine treatment to a genuine subject. And what is more genuine than real mothers and their kids. We listened carefully as each mother shared her story. And we captured all in photos and moving image. We went with photography as the main visual language to tell this story, and we found it appropriate since Rolling Stone is essentially a printed medium. Cinematography is very honest and, as they say in France Cinema Verite. Nothing is polished all light is available light. Be it daylight or warm tungsten lights. We used heave head on flash photography for the stills, in order to mimic the after hours, and backstage photos of 80s rockstars. And images like those of Andy Warhol and Studio 54.