Hello,
This is another issue of Finding Beauty, a collection for the curious, the self-motivated learners and the explorers inside us all, edited by Antonio, our Creative Director and Head of Storytelling.
If you want to contribute by pointing out all that you find beautiful on the Internet, send an email with your findings to findingbeauty@imille.agency.
And remember, you can catch up on all beauty captured in the previous issues here.
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In this issue we'll take a look into the creative writing world.
From the writing of instagramers who etch messages on the palms of their hands, to the new plots unfolding in the new Italian cinema lineup (or so we hope), ending up on a commercial which is possibly better than cinema itself.
Since there are several stories to stumble upon, I prefer to spend as few words as possible and just be the one holding the ladder for you to jump over the fence. Letting them speak for themselves.
Paraphrasing this little pearl of some time ago, let the beauty do the talking.
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#5
PLEASE TALK TO HIS HAND
Arnold Schwarzenegger had been far less polite in asking the 7 Eleven-ish clerk to speak to his hand in this epic scene.
The artist Alessandro Malossi asks it more kindly, but in fact his call to action is the same: having a conversation with his left upper limb.
But for heaven's sake, no handshakes at the end of the speech, it wouldn't be Covid-friendly.
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#4
THE SHOW YOU MISSED IS NOT SO MISSED
What if the best show was the one you didn't go to?
One might say: I can't know, since I didn't go. Well my friend, now you can.
You know that Obey exhibit that you wanted so much to see, but then your asshole boss scheduled you in a last minute meeting, then the next weekend you were so much tired and just when you finally made up your mind to go, it was so much over?
Andrea Afeltra, the creator of this beautiful profile, will tell you. Art director, designer, maker of all kinds (sneakers, sweaters, illustrations, etc.), he describes his project with the dryness of those who make things unlike those who, like me, just talk about them: "In summary, I publish entire exhibitions the day after their end."
You may have missed the exhibition. But this profile, well, you can't miss it.
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#3
BON VOYAGE, AIR FRANCE
Not all relationships end badly. Some even come to an end with great elegance.
This is true between humans and, apparently, also between agencies and clients. Air France, one of the brands with the highest level of communication, decided to abandon their historic creative agency BETC, after decades of campaigns awarded with the greatest international creative awards. In these cases, one could easily give in to resentment towards a rather ungrateful client. But they don't.
They choose to create a very elegant farewell film, to thank and wish "a good trip" to a brand that has allowed them to focus so much talent on their campaigns. A film that is at the same time a muscle reel of incredible creativity for possible prospects. Therefore, twice as intelligent.
Air travel isn't exactly great right now, and communication is perhaps the smallest part of the problem. But, off the record, not even the new Air France agency will fare so well.
It will be exciting, sure. But it will be a position under pressure.
Like that in the economy class of a low cost airline.
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#2
SCRIPTS OUT
I haven't seen this film yet and I already think we need more and more of it. In an Italian cinema that for years has plagued us with teenagers screaming at their parents, parents screaming at them and then parents screaming at each other, finally a story that just knowing that it exists makes me feel a little bit better.
We haven't seen an original plot for years, except for those very rare cases like Happy as Lazzaro. And those that seem original are formats written elsewhere. Why can't you write a script about a family of gravediggers? Why not a good zombie or werewolf story or a funny little thing like this? Why not any other story than the one of the bored family, suddenly upset by someone cheating on someone else? Why are there themes or plots that no producer is betting on? Why does every American director interviewed about our cinema still talk about Fellini or Antonioni?
That being said, why give a chance to the new film of Gabriele Mainetti - yes, the same director of They Call Me Jeeg - a film about a group of circus freaks trying to escape the Nazis? After this outburst about our lack of originality, let's say you won't find it hard to imagine it.
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#1
PROUD OF THIS CAMPAIGN ABOUT PROUD PARENTS
In the great hours of the great poets, words touch that perfect beauty which was the divine idea of the man and the world in the act of love in which they were created.
With these words, evidently in one of the greatest hours of the greatest poet Giuseppe Ungaretti, the Master described exactly the act of creative writing. The moment when words reaches a kind of supra-human perfection. That perfection that instead seemed impossible to achieve for the obsessive Kubrick, who in fact decides to drive Jack Nicholson crazy in front of the perfectibility of the white sheet, in The Shining.
But sometimes an idea that becomes text, which then becomes script and then becomes content, can come very close to Ungaretti's perfection.
This Oreo content, in my opinion, is one of those cases.
Think about it: how difficult is it to tell the nuances of a relationship between a father and a daughter? How difficult is it to write the unwritten of that conflict? Difficult, bordering on the impossible.
Yet, watch this film and tell me if you too don't feel a little proud of the idea that our industry produces ideas like this, and if you are not a little jealous of them, capable of making even the impossible perfect.
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Let ideas do the talking.
Antonio Di Battista
Creative Director, Head of Storytelling at Imille
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