Campari presents a ground-breaking short film and documentary using artificial intelligence to bring the creative genius of Federico Fellini back to life.
Campari, the iconic Italian aperitif, today launches Fellini Forward; a pioneering project exploring the late Federico Fellini’s (1920 – 1993) creative genius. The project saw a range of creatives from different disciplines come together to collaborate on the short film which used artificial intelligence and machine learning to emulate the works of one of the greatest filmmakers of all time.
The journey to create Fellini Forward was captured into a documentary which will be available to watch on Amazon Prime Video from today.
Since its creation, Campari has pushed the boundaries of creativity to go beyond the norm, unlocking the passions and talents of artists across different fields in the path to creation. From world-famous names, through to young and emerging talents, the relationship between Campari and the arts, especially cinema, has grown strong over the years.
Having worked on an advertisement with Federico Fellini, for one of his few brand collaborations in 1984, in 2021 Campari Red Diaries: Fellini Forward continues the brand’s legacy, marrying both creativity and innovation within the cinema industry with the most forward-looking technology.
Thanks to a team of experts from production and innovation studio UNIT9, dedicated artificial intelligence tools were developed to unearth Federico Fellini’s creative genius in ways that had never been attempted until now.
Francesca Fabbri Fellini, Fellini’s niece, was involved in the project from the start together with Directors Zackary Canepari and Drea Cooper (documentary), Maximilian Niemann (short film) and wider crew, introducing them to some of Fellini’s key colleagues.
Throughout the project, Francesca shared counsel and first-hand knowledge of her uncle as well as contributing to the casting, costume design and script writing for the short film.
This seamless collaboration between human and artificial intelligence showcases how sentiment, the rational and emotional, and data can come together to create a brand-new piece of art.
On the project Francesca Fabbri Fellini comments:
“My Uncle Federico was original in his ways of representing life using dreamlike elements as his means of communication. I think a project like this is a perfect way to honour his legacy. Though he took much inspiration from his past, he was always looking ahead. A similar approach was taken for this project with Campari; it is rooted in heritage yet is futuristic with the use of Artificial Intelligence.”
Throughout the process, original members of Fellini’s crew were involved and consulted, providing key insights on the Maestro’s oeuvre. This included Fellini’s camera operator Blasco Giurato (The Clowns, 1970), his three-time Oscar-winning set designer Dante Ferretti (Orchestra Rehearsal, 1978; City of Women, 1980; And the Ship Sails On, 1983; Ginger and Fred, 1986; The Voice of the Moon, 1990) and Luigi Piccolo, Director of Sartoria Farani, a renowned Italian tailor’s shop which holds restored costumes from some of Fellini’s greatest films including Fellini Satyricon (1969), The Clowns (1970) and Amarcord (1973).
Each was conferred to define what in the endeavour could or could not be perceived as Felliniesque. The result culminated in a fascinating short movie, set in the heart of Rome that explores Fellini’s life and dreams with distinctive signature characters and arrangements throughout.
Documentary Director duo ZCDC, Zackary Canepari and Drea Cooper, captured the making of this short film, inviting significant experts of artificial intelligence and creativity Marcus du Sautoy and Dr. Emily L. Spratt to join the set to share their opinion on the groundbreaking initiative. Hava Aldouby, Art Historian and Fellini expert, as well as Anita Todesco, Galleria Campari curator were also consulted, providing an eclectic view on the subject at hand sparking debate around the role artificial intelligence can play in creativity and beyond.
Through the Campari Red Diaries 2021: Fellini Forward project, Campari aims to continue the legacy of innovation and creativity set out by its founders, inspiring future generations and creatives across the globe to unlock their own passions.