Campari is a brand that usually relies on Branded Content in its Marketing and Communication strategies. In addition to the traditional Campari calendar - which evolved in 2016 and opted for the audiovisual format - there is now a project in which the company has used artificial intelligence to recreate Fellini's cinematic style in a short film. Titled "Fellini Forward" , it is part of Campari's "Red Diaries" positioning .
Techniques such as machine learning have been used to austria number screening explore the creative genius of the filmmaker.
This is a project inspired by the late Federico Fellini , which uses different artificial intelligence techniques such as machine learning to explore the creative genius of one of the greatest filmmakers of all time, resulting in a unique short film. To capture the project in all its magnitude, a documentary has been produced that addresses the entire process from beginning to end, thus exploring the future of cinema and creative collaboration between humans and machines based on the evidence found in the short film created in Rome and the opinions of experts.
Premiered worldwide at Campari Boat - In Cinema during the 78th Venice International Film Festival - La Biennale di Venezia - and available in selected countries on Amazon Prime Video , the brand explores the future of cinema. In Spain it will be available on YouTube.
The documentary, directed by award-winning duo ZCDC – Zackary Canepari and Drea Cooper – explores the themes of creativity, art and technology in a comprehensive study, capturing the project at every stage, from research and development to the final production of the short film. Featuring observations from short film director Maximilian Niemann and innovation expert Marc D’Souza, both from the production and innovation studio UNIT9, the documentary covers the full creative process , including the setup and inner workings of the Artificial Intelligence and an overview of the tools used throughout the production.
Throughout the documentary, key insights and commentary from leading experts in artificial intelligence and creativity are featured , including:
Symonyi Professor for the Public Understanding of Science, University of Oxford, Marcus du Sautoy
Art historian, consultant and data scientist, Dr. Emily L. Spratt
Art historian and Fellini expert Dr. Hava Aldouby
The art curator of the Galleria Campari, Anita Todesco
Each party involved brings an eclectic take on the topic at hand, sparking a debate about the role artificial intelligence can play in creativity, film and other fields, showing how the sentimental and the rational, the emotional and the data-driven can come together.
Reflecting on the project, the documentary duo ZCDC comment: “When we asked everyone what they meant by artificial intelligence, each person had a different answer, and that speaks to the creative potential of these tools and how new, fresh and exciting they can be,” with Anita Todesco, art curator at the Campari Gallery , agreeing, “While we often perceive creativity as a human characteristic, I think we need to start understanding that there can be other sources of creativity. In this case, the algorithm created certain scenes and script notes, which can only be described as creative forms.”
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