IF! Italians Festival is the flagship event of the Italian advertising world. It is held once a year and in addition to interesting speeches, round tables and masterclasses, it hosts the ADCI Awards, the awards ceremony for the best communication campaigns organized by the Italian Art Directors Club.

Therefore IF! attracts the attention and appeal of the italian and international advertising industry.

Every year the purpose a different theme to challenge its audience. For the 2019 edition, it was "STAY UNCOMFORTABLE" and Proxima Milano has been chosen to take care of the Video ID of the Festival following as much…”uncomfortably”…as possible the indications provided by this concept.

But what does IF mean by “Stay Uncomfortable”?

It’s a fragmented world we live in. With an ever more complex landscape and a target who couldn’t get more granular, communication has never been harder but it has also never been this exciting. It pushes us out of our comfort zone, creating new perspectives in which stories become experiences and brands living organisms that move in a non-linear way. Failing is easy, winning is about taking the hard road, making bold choices, and venturing to the unknown. But isn’t this what creativity is about? So, come on in and make yourself uncomfortable. The journey’s just begun

…and this is what we liked to do:

Cattura Cattura1 Cattura2 What happens if we change perspectives, if we risk, if we decide to be brave? For the Video ID and in particular for the initials of IF! 2019 we decided to start with a conventional vision of the logo and then dived into the material itself of the colors and pigments that compose it. A total change of perspective able to tell visually the creative and storytelling process. Being uncomfortable also means to look beyond appearance and to never be afraid of changing our point of view. The choice of an absolutely unconventional music for the kind of event and the challenge of a "karaoke" mode for the public, represents the icing on one sweet-and-sour cake at the right point.

Cattura3 Cattura4 Cattura5 To develop the project we decided to use a mix of real macro shots of colors, motion graphics and CG3D elements. The visual result of this mix of techniques was particularly effective on the huge screen that has now become a characteristic trait of IF!. The music, in particular the lyrics in Chinese language (subtitled using the "pinyin", the phonetic transcription), was the main element of our concept. A mashup of different rhythms and styles to support the editing style and the variety of images. The challenge we posed to the public was to sing karaoke forcing them to stay "uncomfortable" and push their minds towards distant horizons, different cultures and languages... searching for new forms of inspiration.

MAKING OF SHOOTING IN OUR STUDIO

Making Of Shooting A Making Of Shooting B Making Of Shooting C Making Of Shooting D Making Of Shooting E Making Of Shooting F

MUSIC AND VOCAL RECORDED IN HONGKONG

Lyrics (IF! Theme Song)

彆扭不安	Bièniu Bù'ān	“Awkward uncomforting place”	“Scomodo e difficile”
他 - 眼神雖充滿著畏懼他 - 每天拉著創傷的疲倦撐著撐著	Tā yǎnshén suī chōngmǎnzhe wèijù Tā měitiān lāzhe chuāngshāng de píjuàn Chēngzhe chēngzhe	He – may have doubts in his eyes He – is dragging with exhausting wounds, fighting and fighting.	Lui… si potrebbe leggere il dubbio nei suoi occhi Lui… si trascina con dolorose ferite, combattendo e combattendo.
走在這迷幻的世界看不到盡頭ooo.. 不安地心慌不斷的掙扎在人群中吶喊	Zǒu zài zhè mí huàn de shìjiè Kàn bù dào jìntóu ooo… Bù'ān dì xīnhuāng bùduàn de zhēngzhá Zài rénqún zhōng nàhǎn	Walking through this psychedelic world, where the end is uncertain, ooo… Constantly struggling within unsettling fear Within the crowd he roars	Cammina in questo mondo psichedelico, la cui fine è incerta, ooo ... Lotta costantemente nella paura inquietante Ma tra la folla ruggisce
找個讓他彆扭不安的屬於自己黯然的空間在黑暗的自我世界燃燒著燦爛的火焰	Zhǎo gè ràng tā bièniu bù'ān de Shǔyú zìjǐ ànrán de kōngjiān Zài hēi'àn de zìwǒ shìjiè Ránshāozhe cànlàn de huǒyàn	Searching for that awkward uncomforting place In the darkness that belongs The overcas becomes the pertained world For the burning sparks to glow and shine	Alla ricerca di quel posto scomodo e difficile Nell'oscurità cui appartiene L’inopportuno diventa il mondo pertinente Per cui fiamme e scintille brillano e sfavillano

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