Campari launches Fellini Forward, the new Campari Red Diaries project exploring the creative genius of Federico Fellini using artificial intelligence


A notable partnership was established when Campari collaborated with Federico Fellini on a unique commercial in 1984. His niece, Francesca Fabbri Fellini, a key partner in the development of Fellini forward project says “Some people are born geniuses, others become – Federico has become a creative genius. His human experiences, the environment in which he lived, his ability to take risks by bringing ideas to the public have all contributed to the creative genius that we know today “. This year, as an ode to this creative genius, Campari is perpetuating the brand’s heritage, marrying creativity and innovation within the film industry with the most avant-garde technology by calling on film specialists. ‘Artificial Intelligence, creativity researchers, Fellini experts, future generations and the Fellini and family team to contribute and comment on this unique artistic experience.


As an artistic world champion, Campari embarked on his most ambitious project to date, exploring new territories and fields both in the world of cinema and technology. Campari 2021 red agendas Fellini forward documentary, directed by an award-winning duo ZCDC, Zackary Canepari and Drea Cooper, explores the theme of creativity, art and technology in a comprehensive and daring study, capturing the project at every stage, from research and development to the final release of the short film. With the observations of the director of short films Maximilian Niemann and innovation expert Marc D’Souza, from the production and innovation studio UNIT9, the documentary covers the entire creative process, including the setup and inner workings of artificial intelligence and an overview of the tools used throughout production.

  • The definition of ‘Felliniesque’ is established through Francesca Fabbri Fellini and the former members of Federico Fellini’s team who were interviewed and conferred in a round table with his cameraman Blasco Giurato (Clowns, 1970), his three-time Oscar-winning scenographer Dante Ferretti (Orchestra rehearsal, 1978; City of women, 1980; And the ship sails, 1983; Ginger and Fred, 1986; The voice of the moon, 1990) and Luigi Piccolo, director of Sartoria Farani, a famous Italian tailoring workshop that owns restored costumes from some of Fellini’s greatest films, including (Satyric, 1969).
  • Throughout the documentary, you’ll find key insights and commentary from notable experts in artificial intelligence and creativity, including;
    • Professor Symonyi for public understanding of science, Oxford University Marcus du Sautoy
    • Art historian, Data Scientist and Consultant, Dr. Emily L. Spratt
    • Art historian and Fellini expert Hava Aldouby
    • Curator of the Galleria Campari Anita Todesco


Produced thanks to the collaboration of human tools and artificial intelligence, the short film is inspired by the life of Federico Fellini, offering a metaphorical history of the beginnings and the evolution of the Maestro in the world of cinema. The result was achieved through the exploration of artificial intelligence tools, led by UNIT9, which analyzed Fellini’s earlier transcriptions to understand language patterns and descriptive details and also performed a visual analysis of the iconic snapshots. of the director, including camera movements and facial emotion. From there, bespoke scriptwriting and preview tools were developed, combining learnings from artificial intelligence to leverage Fellini’s creative DNA.

Maximilian Niemann, the director of the short film remarks:There have been countless surprises in this collaboration between humans and artificial intelligence. At the very beginning, I was surprised at how much data the technology was able to read and how fast it was. It was impressive to see how he could understand the composition of the shoot and the emotions displayed on the screen. I was impressed with how Artificial Intelligence arrived at such beautiful lines of dialogue! It’s a great starting point for inspiration. Without a doubt, artificial intelligence will be part of the toolbox of many generations of directors. “

Campari also created a separate learning program with students involved in the Fellini forward futuristic projects around the world, including Centro Sperimentale di Cinematografia (CSC) in Italy, the American Film Institute (AFI) at Los Angeles and the International Academy of Audiovisual Sciences (CSIA) in Switzerland to explore Fellini’s creative genius, using artificial intelligence technology and speaking to key members of the film crew at every stage of production to see firsthand how human minds have collaborated with intelligence artificial to create the short film.

Jean Jacques Dubau, Head of Marketing, Campari Group talks about the project: “We’re excited to launch Red Diaries 2021 in honor of Italian icon Federico Fellini. He was a pioneer and a visionary, just like the founders of Campari who constantly explored Red Passion, the urge for creativity that cannot be ignored. We intend to continue to bring this to the fore for the future and Fellini Forward is the perfect example, embodying this dynamic through new delivery techniques suited to our times – we look forward to seeing the journey unfold. materialize for the greater public. “

The documentary and short film will be available in the United States on Amazon Prime Video in October.

Please follow Campari’s social networks for more information @CampariOfficial @CampariUSA.

#Campari #RedPassion #RedDiaries #FelliniForward #drinking responsibly

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