Giorgio Armani is positioning its new sunglass collection as “a perceptual filter.” The brand has collaborated with Rai Cinema and most promising students from six different international film schools to develop the “Films of City Frames” project that explores the world through the Frames of Life eyewear.
The Films of City Frames creative project has been conceived as “a visual and narrative collage that captures the growing wealth of the contemporary metropolis without stereotyping it, using individual points of view as a filter and to create work that possesses distinctive character,” states NFTS, one of the six participating schools, in the official note.
Armani has also invited Golden Globe and BAFTA-winning director Paolo Sorrentino to curate the young talents throughout the film project. So far, the pilot film is released—it is a 40-sec video developed by Mr. Sorrentino and Piero Messina, a graduate of the Italian Experimental Film Centre, who is the director’s assistant. The work, which is relaxed and “full of air,” has a distinct vintage visual twist. It has been inspired by the novel Journey to the End of the Night by Louis-Ferdinand Céline and includes yet unseen footage from Mr. Sorrentino’s “The Great Beauty” film.
Soon, other films will follow. The brand will give a short recap of how the film has been created, posting the “reports” in the dedicated section of its official website and sharing them on Armani social media channels.
The current “Films of City Frames” project builds on Armani’s 2010 “Frames of Life” campaign.