Wim Wenders Directed Salvatore Ferragamo Fall 2021 Campaign – WWD

MILAN – Can a meeting on set lead to a love story? Yes, follow Wim Wenders and Salvatore Ferragamo.

Famed film director and luxury brand have teamed up to create the Florentine’s . label Autumn 2021 advertisement campaign, promoting the final collection designed by former creative director Paul Andrews.

In keeping with the squad’s futuristic atmosphere, Wenders came up with a sci-fi-inspired video titled “A Future Together.” Chronicling a big new love story against the backdrop of a sci-fi adventure, the main characters in the video are a film director, interpreted by up-and-coming Italian actress Gaia Girace – who made her international debut as Lila Cerullo in the TV show “My Wonderful Friend” based on Elena’s book of the same name by Ferrante – and a sound engineer, played by Swedish artist and songwriter Felix Wilhelm Sandman, a member of the popular boy band FO&O, plays the role. Working together on set, the two got to know each other and eventually fell in love.

Conceived by Wenders with the goal of “looking into the future with optimism,” this commercial was filmed at City Life’s new retail development in Milan.

Here, Wenders discusses with WWD the concept behind the campaign and reveals the details of the “creation”.

WWD: The sci-fi atmosphere tends to be somber and somber. How did you introduce positivity?

Wim Wenders: You point to the heart of the matter. Most science fiction is incest. Can you remember a sci-fi movie that painted an optimistic picture of the world? I can not. I guess that’s because science fiction, by its very nature, deals largely with the era in which it was made. Its idea of ​​the future is motivated by the corresponding present tense. Sci-fi movies always depict the biggest fears of the period in which they were conceived.

All of us today, still living in the constraints and horrors of the only pandemic our generation has ever faced, we do not exactly look to a future full of hope, with crisis Climate, migration and the unanswered question of poverty loom over everything. So today, more than ever, a positive outlook is a challenge. How do you overcome that? If you have time to develop an actual story, I can think of a few solutions. But in a trailer, you don’t have time. This makes it simpler: the most direct route to a positive attitude is to introduce a love story, which I did.

Customers are a bit surprised at first, but then they understand that it is a clear and uncomplicated way to avoid the trap of astigmatism. They actually cited a few sci-fi movies for me that they liked, mostly because of their look, among them Gattaca. I loved that movie, but man, it’s never outdated and gloomy. But, of course, customers don’t want to be bleak, understandably so. So I tried to elevate an atmosphere that can be outdated into a playful, energetic space. And the crux of that is the love story in the middle of it.

WWD: What was it like working with Felix and Gaia?

WW: Fun. And absolute luck. I didn’t know any of them before. I’ve watched videos, excerpts from movies or series they’ve made. And then I saw them with my own eyes. And I immediately liked the youthful presence of both of them. Even so, both of them also have a certain sincerity towards them. But who would have thought it worked so well? The two of them got along well, instantly. And we created a shooting atmosphere that allows them to express some of their selves, their own individuality or style, their own improvisation. They are an explosion. I wouldn’t hesitate to work with both of them on a longer format.

WWD: How was it filmed in a new Milan, so different from Italy’s postcard-like imagery?

WW: That is another challenge. I decided to go to Milan two weeks before shooting, so I could develop my script from the places I would find in the city. The idea of ​​a sci-fi setting relies entirely on finding the right place. So we searched day after day. Nothing convinces me. There are a few futuristic locations, but some are too popular and some don’t give me the freedom to shoot. I need a 360 degree set, I can’t just shoot in one direction. And then there’s this most terrible and saddening downside: it’s February! Milan can be very stuffy and rainy and gray in February, especially in the midst of a pandemic.

And then I found this area around “City Life Park” and MiCo, the new Milan Convention Center. That’s it, I knew at first sight. All we need is the sun. And hey, it rained during pre-production, and on two days of shooting, the sun was shining, and our locations looked gorgeous, fun, and hopeful. Sometimes, you need a little help from the weather angels.


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Huynh Nguyen

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