“At the beginning, the early idea behind this project was actually to create a sort of a company presentation; the outstanding result of this shooting redirected the client to use the content for their social campaign.
“Generation of the future”, directed by Cinzia Pedrizzetti and Luigi Pane, is an international scope campaign permeated of emotional themes, such as traditions, family, the unstoppable time flow, and the cultural heritage between different generations.
In order to better express and condense in a video the full spectrum of feelings contained in such an intimate theme, I preferred to shoot with a Cooke S3 Vintage optics together with the natural lights of two stunning dawns from a Milanese penthouse.

We also shoot an in-studio scene, using a combo of Astera Smartbat and grabbing the moment of the main subject with the help of a Steadicam operator, moving around on an overboard. This scene has a key role in this commercial due to the rich VFX elements added in the post-production phase, which brought this video on another level.

Director:
Cinzia Pedrizzetti
Luigi Pane

Equipment:
Hand-held Camera
Cooke S3 Optics
Steadicam on Overboard