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According to this clear, cynical and scathing article https://www.rockit.it/article/videoclip-italiani-directors.

Italian video clips would suck because they are old and because they are too marked on our stars always in the foreground.

A logic of the 80s (not all) that sees the video clip as a collage of images accompanying a piece of music.

The journalist then turns directly to us filmmakers by whacking us.

I remember the time when, suddenly called to make some shots in the context of an important music festival, a very popular artist, told me exasperated because, despite the little time available to me, I was trying to create a narrative anyway:

“it’s a video clip, not a movie, take some pictures as they come, then so much the mountains after time”

I assure you that in that moment I thought that my worst ears had only heard phrases like “you can change the background in post” or “you can delete it in post production”.


This example is useful to understand who we often deal with: self-centered artists who, even if they are great at making music, are not so in a field of which they often ignore many things.

It would be enough to be guided by us directors, but then again, I don’t justify them, but I understand them.

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Starting from Vasco Rossi (if you watch the video clip of Eh Già) up to even the most avant-garde groups, you want for the big ego, you want because fans want to see the star, you want to reduce costs, now shoot a video clip is reduced to:

? Place the artist with a background singing his piece.

Except for the biggest fans, this kind of video you want to tell me that after 30 seconds you have not already, sorry French, contractor?

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Let’s take the case of Rovazzi instead. I know, I’m quoting Rovazzi at my own risk, the speech is different. Around a pop piece (that’s more elegant) it builds on a story.

His music videos, although his music style is to me because of how the fresh air of the Dolomites is in Beijing in August, I watch them and I like them and I would be happy to direct them.

Today the quarantine has done more, has caused the artists to recover directly by posing these shots as video clips. It’s kind of like we’re saying that Keith Richards is at his peak with menthol cigarettes!

It’s all there, it’s an emergency situation and it’s nice to have the artists all around me, like Ennio Doris, but the video clip is something else.

Want to bet that from now on, more and more self tape will be considered?

It is also true that if the music lives on contamination, the video must ponder them well. Are we sure that blending music and youtuber or Instgram stories style is the right thing?

Yeah, but the mantra is, “What about visualizations?”

A video of Frank Matano farting in the park, today he has 20 million. So?

Well, who does, you wait. If you are not aiming to provide art and narration to the video clip it is almost natural to think that soon will not even serve the production houses and directors. At least in Italy, since at the international level the Gondry and the videoclips that (like the fashion film) combine two different styles have been in vogue for at least twenty years.

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But as my trusted general organizer would say, “Americans do another job”.

And if we look into the world of independent music is that? Of course not. Independents are hungry to emerge. If they didn’t, they wouldn’t have any hope. Those who think that just doing a split screen like Vasco, ignore that they’re not Vasco. It’s hard, but they are.

Below you find a video clip that I shot, is not the best or the most “famous” that I did, but it is definitely the one where the tribute to the cinema is clearly visible.

There’s a story. There’s the band performing. There’s the artist’s presentation. I really like the piece.

The cinema in the video is like salt, dosed correctly makes every dish delicious. Without salt? Would you taste it the same way?

In this I answer to the journalist, because as a director I feel called into question. Here lies my personal authority and my style. Putting a little bit of cinema in every work and creating a story that makes the viewer think: and now how does it end?

Simply: the final is different from the beginning. Like a Formula 1 circuit that is not that of the Principality of Monaco.

In each job then:

A start, not necessarily an intro

A story

The artist (not necessarily and in the next articles I will also say why)

A finale


Why shouldn’t big labels do the same?

If you liked this article, recommend it and share it, maybe they will give us an answer.

Good vision and good listening

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Dotato di grande creatività.
Ho maturato esperienza dirigendo piccoli e grandi set indipendenti con grandi attori e ottime maestranze.
Ho studiato i social e la comunicazione anche nel marketing.
Riesco a creare un video o un cortometraggio dalla scrittura alla distribuzione.
Impegnato in diverse campagne sociali.
padre di due bambini.

🎬 Chi sono:

Sembra ieri il 2004 quando sui set di D&G imparavo tanto osservando Giuseppe Tornatore.
Lavoro da anni come regista e creativo.
Sono specializzato in Fashion Film e branded entertainment.
Nel 2020 ho vinto il prestigioso Chicago Fashion Film Festival.
Per offrire ai brand e ai miei clienti una migliore preparazione ho studiato durante il primo lockdown i social e il marketing digitale.

𝐒𝐞 𝐥𝐚 𝐭𝐮𝐚 𝐫𝐢𝐜𝐞𝐫𝐜𝐚 𝐩𝐮𝐧𝐭𝐚 𝐚:
✔ 𝐭𝐫𝐨𝐯𝐚𝐫𝐞 𝐮𝐧 𝐧𝐮𝐨𝐯𝐨 𝐚𝐮𝐭𝐨𝐫𝐞 𝐜𝐡𝐞 𝐬𝐚𝐩𝐩𝐢𝐚 𝐝𝐢𝐫𝐢𝐠𝐞𝐫𝐞 𝐮𝐧 𝐬𝐞𝐭
✔ 𝐜𝐫𝐞𝐚𝐫𝐞 𝐜𝐨𝐧𝐭𝐞𝐧𝐮𝐭𝐢 𝐯𝐢𝐝𝐞𝐨 𝐞𝐦𝐨𝐳𝐢𝐨𝐧𝐚𝐧𝐭𝐢
✔ 𝐨𝐟𝐟𝐫𝐢𝐫𝐞 𝐚𝐢 𝐭𝐮𝐨𝐢 𝐜𝐥𝐢𝐞𝐧𝐭𝐢 𝐥𝐚 𝐜𝐞𝐫𝐭𝐞𝐳𝐳𝐚 𝐜𝐡𝐞 𝐥𝐚 𝐥𝐨𝐫𝐨 𝐢𝐦𝐦𝐚𝐠𝐢𝐧𝐞 𝐞̀ 𝐢𝐧 𝐛𝐮𝐨𝐧𝐞 𝐦𝐚𝐧𝐢


Ciò che mi ha permesso di ottenere i miei successi è stato:

– non aspettare che le cose mi piovessero dall’alto. Se non avessi creduto in me e finanziato i miei primi lavori, nessuno in Italia mi avrebbe mai fatto girare nulla.
– aprirmi alle innovazioni
– ascoltare tanto. Ogni persona ha una storia.

Ognuno di noi ha un percorso di vita unico. Io li rispetto perché dietro a ognuno non è detto che non ci siano sacrifici, cadute, rinunce.
Che tu sia un produttore, il proprietario di una azienda o una persona che sta muovendo i primi passi verso il successo, sono la via migliore affinché tu possa affermare te stesso.

Il video è il re della comunicazione e noi siamo come ci presentiamo.
Come diceva Oscar Wilde :”𝑁𝑜𝑛 𝑎𝑏𝑏𝑖𝑎𝑚𝑜 𝑢𝑛𝑎 𝑠𝑒𝑐𝑜𝑛𝑑𝑎 𝑜𝑐𝑐𝑎𝑠𝑖𝑜𝑛𝑒 𝑝𝑒𝑟 𝑓𝑎𝑟𝑒 𝑢𝑛𝑎 𝑏𝑢𝑜𝑛𝑎 𝑝𝑟𝑖𝑚𝑎 𝑖𝑚𝑝𝑟𝑒𝑠𝑠𝑖𝑜𝑛𝑒

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