Campari: advert-body-2 by Wunderman Thompson & Unit9

A cocktail of two iconic Italian exports – Federico Fellini and Campari – the bittersweet red aperitif is emulating the work of the cinema pioneer in the first-ever short film to use artificial intelligence to bring the creative genius of Fellini to life. Created by ad agency Wunderman Thomson, it marks the return of Campari Red Diaries, a series of short films that illustrate that ‘every cocktail tells a story’.

Set in the heart of Rome, the short movie will explore Fellini’s life and dreams. Directed by Maximilian Niemann, to help them define what could or could not be perceived as ‘Felliniesque’, the team quizzed original members of Fellini’s crew, who provided key insights on the maestro’s oeuvre.

This included Fellini’s camera operator Blasco Giurato (The Clowns, 1970), his three-time Oscar-winning set designer Dante Ferretti (Orchestra Rehearsal, 1978; City of Women, 1980; And the Ship Sails On, 1983; Ginger and Fred, 1986; The Voice of the Moon, 1990) and Luigi Piccolo, director of Sartoria Farani, a renowned Italian tailor shop, which holds restored costumes from some of Fellini’s greatest films including Satyricon (1969), The Clowns (1970) and Amarcord (1973). Francesca Fabbri Fellini, Fellini’s niece, was also involved in the project from the start.

The Felliniesque experts worked with production and innovation studio Unit9, which used artificial intelligence tools to unearth, explore and develop Fellini’s creative genius.

A collaboration between human and artificial intelligence, the project showcases how the sentimental and the rational, the emotional and the data-driven can come together to create a brand-new piece of art.

Through the Campari Red Diaries 2021 Fellini Forward project, Campari aims to continue the legacy of innovation and creativity set out by its founders, inspiring future generations and creatives across the globe to unlock their own passions.