Following Floraworks, the iconic 2012 video project for italian label MSGM, director Luca Finotti collaborates once more with the brand’s founder and creative director Massimo Giorgetti for his SS21 campaign.
The focus of Non So Dove, Ma Insieme (I Don’t Know Where, but Together) is on the younger MSGM generation. Passionate, free and filled with enthusiasm, we bounce back from a difficult moment by claiming the now and looking into the future. Set in Milan to the sound of Italian musician Coez, the film speaks of love, desire and friendship, as we wander through a city about to burst with summer and sunshine. A celebration of the overwhelming intensity of life, Non So Dove, Ma Insieme stands as a powerful and joyful rebirth.
As with all his productions, Finotti takes particular care of the cast by ensuring a strong focus on diversity. Through an open call on Instagram, he selected actor Federico Cesari (23), trans activist Francesco Cicconetti (24), fashion designer Naomi Oke (25), synchronised swimming winner Camilla Vettore (17), models Diogo Gomes (23) and Matteo Tagliabue (24) and stylist Cai Yu (24).
The idea for the film was born out of a brainstorming session between Giorgetti and Finotti. “MSGM has faith in our present and looks into the future with optimism, passion and poetry. The film addresses the uncertainty we have been experiencing, but also underlines the importance of being able to face it united as one. Only together can we truly dream” - states Giorgetti.
A guy named Salvo has to walk through the deserted streets of his town in the middle of the night to find out what is stopping him from leaving his hometown
We use various technologies to track your identity and your interaction with our content while you are on our site. Our goal is to limit the use of this kind of technology to functions that are strictly necessary for the purpose of being a festival attendee, filmmaker, judge, or presenter. You have full control over the few exceptions that are not strictly necessary.
We do not use any first-party cookies on this site, though we do use a newer technology called "local storage" to store information about your identity and interaction with our site on your computer. We may use a third-party cookie for analytics tracking and another for your purchases. We do not use third-party cookies for the purposes of advertising or collecting information for use by third-parties.
The primary need for our storage of data on your computer is to track your authentication status and synchronize the purchases stored on the web site, thus enabling you to access the content to which you have access. When you are not authenticated, we also use this technology to track viewing of content in verification of our right to show you that content. On your profile page, you can see the information we store about you and manage it. You do have the right to be forgotten by us, but you will lose access to any purchased content should you exercise this right.
There are two non-essential functions: our use of Google Analytics to help us analyize usage of our web site and our automated watch list tracking. You may turn off one or both non-essential functions. We do ask that you allow these functions as they are used solely for the purposes of bettering this web site and are not used for advertising or sold tracking your beavhior for use by third-parties.