| Title | FELLINI FORWARD |
| Brand | CAMPARI GROUP |
| Product/Service | CAMPARI RED DIARIES |
| Category |
D03. Technological Achievement in Digital Craft |
|
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 |
Describe the creative idea
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 execution
New and existing AI tools were brought together in a unique workflow. Using AI, we analysed Fellini’s past work to extract data and patterns in his creative style, looking at shot type, camera movement, dialogue and facial emotion amongst other elements.
A new AI-driven script-writing tool was created using the existing GPT-2 AI model. This was retrained on Fellini transcripts as well as film script structure and syntax to predict dialogue, characters, action and parentheticals and to make Felliniesque contributions to the new script.
A pre-visualisation tool was also created to bring the vision of the short film to life. The AI Fellini shot prediction model was developed as a plug-in for real-time 3D creation platform, Unreal Engine, meaning the AI-generated ideas could be assessed pre-shoot as real-time renders in Unreal. Throughout the process, Fellini’s niece Francesca Fellini and original members of his crew, were consulted to validate that the AI suggestions were truly ‘Felliniesque’.
The outcome is a 45 minutes documentary by award winning duo ZCDC, including a 10 minutes original short movie technologically inspired by Federico Fellini, digging the relationship between human, creativity, and technology and questioning the future of entertainment itself.
Premiered at the 2021 Venice Film Festival, presented at New York Film Festival and now available on Prime Video, in just the first week after the launch, it generated more than 2 billions impressions, 1300 written articles with an oustanding average of 89 impact score.
MAIN DEVELOMPENT PHASES:
AI - DIGITAL DISCOVERY 10/12/19 - 28/02/20 (research / definition of approach / technical feasibility).
AI - DIGITAL PRODUCTION 28/02/20 - 15/06/21 (data extraction & validation / tool development / AI model development).
Live Action PreProd 18/01/21 - 23/04/21 (3D content production, animation, previs, shoot).