We are pleased to announce Films of City Frames, Giorgio Armani’s initiative to connect with the world of cinema through the rich fictional universe built around Frames of Life.
This is a comprehensive joint project, created in collaboration with Rai Cinema, which involves the most promising students of six prestigious international film schools. The students will be given the task of creating short films that feature caught moments, metropolitan landscapes, and emotional situations, using Giorgio Armani’s new Frames of Life eyewear as a perceptual filter. Eyewear becomes synonymous with point of view, an instrument used to emphasise and express feelings, to tell stories of special encounters and urban adventures.
Paolo Sorrentino, Golden Globe, BAFTA and Academy Award-winning director , has enthusiastically joined this initiative to support young talent. To create the pilot film that will launch the project, Sorrentino has chosen Piero Messina, who graduated from the Italian Centro Sperimentale di Cinematografia and works as his assistant director. The young director has produced an emotional, lyrical short film using unseen sequences from Sorrentino’s The Great Beauty.
Giorgio Armani says, “I felt that Paolo would be the best person to share this project with. He has a clear and inspiring view of reality; he captures the most exciting and poetic aspects of everyday life with a neat, contemporary style. Above all, I think that Paolo embodies the real magic of cinema, which is a barrier-free language: he speaks to everyone, but with an undeniably Italian eye. And this is precisely what we wanted students to grasp: the importance of having a personal perspective.”
The stages of production of these short films will be documented on a dedicated section on the website www.framesoflife.com and shared on Armani's social media channels. Films of City Frames will be a visual and narrative collage that captures the growing wealth of the contemporary metropolis without stereotyping it, using individual points of view as a filter and to create work that possesses distinctive character.
While sport is synonymous with body language, the values it teaches are what gives each gesture a deeper meaning that goes beyond the action itself. Determination, perseverance, friendship and strength are the values that lie at the very heart of this Giorgio Armani’s institutional campaign, focused on striking images and their evocative power.
The short film, directed by photographer Kurt Markus, was shot on super-8 film to obtain its stand-out grain and density. Powerful images, portraying men and women in action who rediscover the endless expressions of their body and the behavioural philosophy that they reflect, such as a balance, determination, team spirit, elegance.
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