THE NEW EDITION OF GIORGIO ARMANI FILMS OF CITY FRAMES: TECH SAVVY AND INTERACTIVE

THE NEW EDITION OF GIORGIO ARMANI FILMS OF CITY FRAMES: TECH SAVVY AND INTERACTIVE

Film of City Frames, the initiative promoted by Giorgio Armani in collaboration with Luxottica and Rai Cinema, comes this year in its third edition. The project gives young emerging filmmakers the opportunity to test their authorial skills in an international context, bringing on stage frames of their world focused through their camera and the eyewear of the collection “Frames of Life”. 

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Always keen to appeal to new generations and interested in the opportunities offered by new digital technology, Giorgio Armani chose to present the third edition of Films of City Frames at the heart of South by Southwest Conference and Festivals (Austin, Texas), one of the most innovative arenas for visual creativity which combines film, music and new interactive technologies. 

Five emerging filmmakers presented their work on this cutting-edge stage: five short films in which Frames of Life eyewear are the main instruments through which they observe reality, capture emotions and experience new adventures, highlighting the variety of points of views and contacts between people, beyond geographical boundaries and cultural diversity. 

During the event, visitors could experience an immersive setting. By entering a “dome” temporarily built at the center of the festival, they could access to content related to the short films on 360° screens, and discover backstage information about crews as well as about the featured eyewear styles through ten giant, interactive touch screens. Thanks to digital technology, this year Films of City Frames has been able to reach an international audience with new momentum. 

To encourage interaction to take place also outside the “dome”, a chatbot guide (a computer program that simulates conversation with human users) was launched within a special installation created by Giorgio Armani. It has allowed visitors to explore content in real time and participate in a competition to win Giorgio Armani sunglasses, first through an online quiz based on the short films screened and then with a selfie taken on the spot. The chatbot was also available on Armani’s Facebook page, enabling users to interact with Films of City Frames content even if they were not located in Austin.

The film schools involved this year were the Prague Film School (Prague, Czech Republic), the Beijing Film Academy (Beijing, China), the Filmakademie Baden-Württemberg (Ludwigsburg, Germany), the Tisch School of Film and Television (Tel Aviv, Israel) and Emerson College (Boston, USA). The exceptional mentor for this edition was British actor Dev Patel, who became famous throughout the world for his lead role in “Slumdog Millionaire” and was nominated for an Oscar in 2017 for his supporting role in “Lion.”

Last updated: Apr 06 2017