Red Diaries Fellini Forward by Campari

Campari's innovative "Red Diaries" project has evolved dramatically since its 2017 launch, incorporating artificial intelligence to push the boundaries of cinema and creative collaboration. The brand's rich history of artistic partnerships, beginning with a 1984 collaboration with Federico Fellini, sets the stage for this exploration of how Campari has maintained its influence in culture while embracing technological innovation. Through its work with renowned directors and artists like Paolo Sorrentino, Clive Owen, and Francesca Fellini, the company continues to bridge tradition and modernity in the world of independent cinema.

AI Innovation in Red Diaries

The Red Diaries project began in 2017 with "Red Passion," a film exploring the metaphor of Creation and the brand's philosophy that "Nothing can be created without Passion." This iteration, narrated by Paolo Sorrentino, set the creative foundation for what would become an evolving exploration of storytelling and art.

The project took a significant technological turn in 2018 with "Killer in Red," which introduced the Red Diaries series and the narrative of the Killer in Red cocktail. This film, directed by Paolo Sorrentino and starring Clive Owen, inaugurated the Red Diaries as the cinematic evolution of the Campari calendar.

The 2019 film "The Legend of Red Hand" further developed Red Diaries' storytelling approach, while "Entering Red" followed Ana de Armas on a journey of discovery guided by her Red Passion. These films established a pattern of creative exploration that would be expanded through the integration of artificial intelligence.

The project's technological advancement culminated in 2021 with the "Fellini Forward" initiative, which marked the first significant application of AI techniques in the Red Diaries series. This pioneering project paid homage to Federico Fellini through a collaboration between human creativity and artificial intelligence, examining the future of cinema and creative collaboration between humans and machines.

The "Fellini Forward" project brought together a distinguished team of creative professionals, including Francesca Fellini as creative advisor, Maximilian Niemann as short film director and AI Creative Director, and Zackary Canepari as documentary director. The initiative also featured contributions from Anita Todesco, the Galleria Campari Curator, and Marc D'Souza as Project Director and Innovation Expert. The team collaborated with Dante Ferretti, the renowned Production Designer and former collaborator of Federico Fellini, as well as Professor Marcus Du Sautoy and Dr. Emily L. Spratt, who brought their expertise in AI and creativity to the project.

Fellini Forward Production

The AI-driven production process brought together a team of experts from multiple creative fields, including Francesca Fellini, the director's niece, who served as creative advisor. Maximilian Niemann led the short film production as both director and AI Creative Director, while Zackary Canepari directed the accompanying documentary. Anita Todesco, the Galleria Campari Curator, and Drea Cooper contributed to the documentary work.

The project utilized dedicated AI tools to develop innovative creative processes, combining rational elements with emotional depth. Marc D'Souza managed the project as both Director of Innovation and Project Director, while internationally renowned Production Designer Dante Ferretti drew from his experience working with Federico Fellini to contribute his expertise. The team also worked closely with Professor Marcus Du Sautoy and Dr. Emily L. Spratt, who brought their combined expertise in AI and creativity to the project.

The collaboration between human creators and AI technologies allowed the team to explore new creative possibilities while maintaining the sentimental and emotional core of the Red Diaries films. Through this pioneering approach, the project aimed to bridge the gap between traditional filmmaking and emerging AI-based creative techniques, offering insights into the future of cinema and collaborative artistry.

Artistic Team Behind Fellini Forward

The artistic team behind the Fellini Forward project brought together diverse expertise to explore the intersection of human creativity and artificial intelligence. Francesca Fellini served as creative advisor, combining her family legacy with contemporary creative challenges. Maximilian Niemann led the short film production as both director and AI Creative Director, bringing technical savvy to narrative development. Zackary Canepari directed the accompanying documentary, providing a parallel exploration of the project's creative process.

The team expanded their collaboration through contributions from multiple creative professionals. Anita Todesco, as the Galleria Campari Curator, helped contextualize the project within Campari's broader art legacy. Drea Cooper's work on the documentary further enriched the project's exploration of AI and creativity. Marc D'Souza managed the project as both Director of Innovation and Project Director, ensuring technical and creative goals aligned. Dante Ferretti brought his renowned production design experience from Fellini productions to this new collaboration, while Professor Marcus Du Sautoy and Dr. Emily L. Spratt provided essential expertise in AI and creativity.

Through this multidisciplinary approach, the team combined sentimental and rational elements, merging data with emotion. This combination of skills and perspectives allowed the project to examine the future of cinema and collaboration between humans and machines, building upon Campari's rich history of creative innovation in the industry.

Red Diaries History and Evolution

The Red Diaries project launched in 2017 with "Red Passion," a film conceptualized by then-President of Campari Group, Domenico Bisagni, in collaboration with creative agency Wieden+Kennedy. The film, narrated by Paolo Sorrentino, revisited the brand's metaphor of Creation, encapsulated in the slogan "Nothing can be created without Passion."

The following year's "Killer in Red" project marked a new chapter for the campaign. This 2018 installment saw Paolo Sorrentino helm a noir narrative, starring Clive Owen as bartender Floyd. The film not only introduced the Killer in Red cocktail but also inaugurated what Sorrentino envisioned as the cinematic evolution of the Campari calendar, setting the stage for future creative explorations.

The 2019 edition brought together two distinct films. First, Stefano Sollima directed "The Legend of Red Hand," crafting a story that blended themes of an endless chase, hidden identity, and a mysterious red glove. Meanwhile, Matteo Garrone's "Entering Red" followed Ana de Armas as she embarked on a personal journey of discovery, guided by her Red Passion. These diverse narratives demonstrated the expanding scope of the Red Diaries series.

In 2021, the project reached a pivotal moment with the "Fellini Forward" initiative. This pioneering series honored Federico Fellini through a collaboration between human creativity and artificial intelligence, demonstrating Campari's commitment to pushing creative boundaries. The year also marked a centennial celebration, as the company commemorated the 1919 origins of the Negroni cocktail, another iconic contribution to their rich history of artistic collaboration.

Campari's Cinema Legacy

The Campari Company's connection to cinema extends back to 1984 when they worked with Federico Fellini on an advertisement. This artistic collaboration represents the beginning of Campari's partnership with the film industry, which has continued across multiple countries and festivals.

In the United States, Campari has served as the exclusive spirits sponsor and Opening Day presenting sponsor of the New York Film Festival since 2018. The company took its relationship with the festival to new heights in 2021 by hosting the North American premiere of the Fellini Forward documentary as a special Partner Presentation. In 2022, Campari expanded its presence further with the introduction of a Davide Campari Lounge next to Piazza Grande, where the company hosted the Official Opening Party at Villa San Quirico on Lago Maggiore. This sponsorship culminated in 2022 with Aaron Taylor-Johnson receiving the Davide Campari Excellence Award at the Opening Night Award Ceremony.

The company's reach extends beyond American shores, with partnerships at the Locarno Film Festival since 2020 and the Melbourne Film Festival. At Locarno, Campari has introduced a special pop-up venue and created a Red Carpet cocktail. In Melbourne, the brand has presented selected feature films and hosted official events through its Campari Cinema Club at Chapter House.

This global presence demonstrates Campari's commitment to supporting independent cinema. The company's influence extends to film production itself, as seen in projects like Killer in Red (2017), The Legend of Red Hand (2018), and Entering Red (2019), all of which showcase the brand's dedication to pushing creative boundaries.

The foundation for these collaborations dates back to the 1930s when Leonetto Cappiello designed the Spiritello spirit wrapped in an orange peel. This period marked the beginning of Campari's collaboration with artists, including Futurist artist Fortunato Depero, who created mechanical designs and organic shapes in the 1920s. The brand's advertising evolved dramatically in the post-war period under Carlo Fisanotti's direction in 1948, while the 1960s saw Bruno Munari design iconic posters for Milan's Red Line subway.

Throughout its history, Campari has maintained its influence in culture by leading luxury lifestyle consumption occasions, particularly in the Italian-Milanese context. The 1987 "Woman in Red" campaign, starring Kelly Le Brock, marked the beginning of Campari's "Red Passion" advertising campaign, which emphasized the brand's four fundamental values: passion, a cosmopolitan approach, and cultural heritage.