Created for CoorDown by SMALL and produced by Indiana Production, this campaign addresses the use of the so-called “R-word”, inviting audiences to reconsider a term that no longer belongs in contemporary language.

Through a sequence of absurd historical practices once considered normal, the film reminds us how societies evolve and how language evolves with them. What was once accepted can later reveal itself as harmful, outdated or simply incompatible with the way we choose to live together today.
Blending irony with historical references, the campaign delivers a clear message: some words belong to the past.

Proxima Milano handled post production and VFX, integrating AI-assisted techniques as part of a human-driven creative process shaped around the film’s storytelling.

CREDITS

Director:Martin Holzman
Director of Photography: Alvar Riu Dolz

Client: COORDOWN
Category: Social Impact

Production Companies: Indian Production
Executive Producer: Karim Bartoletti
Senior Producer: Silvia Bergamaschi
Assistant Producer: Barbara Romanello

POST//VFX//AI: Proxima Milano

Head of VFX&CGAI: Claudio Falconi
VFX&CGAI Producer: Valentina Arcelloni
VFX&CGAI Artist: Emiliano Suhner, Chiara Giacometti, Francesco Poppa, Lorenzo Avondo
ONLINE: Amin Ali

CRAFTED WITH PASSION:
On-set supervision / VFX / AI / POST