Choose Your Side / Animapop FW 2017-18

Feel exalted
Then down to earth.
Confront yourself
and embrace your other self.
and sit up.
and Choose Your Side.

Simple words to be repeated as a mantra both consciously and subconsciously. The words at the base of the video represent a cycle each one of us goes through on a daily basis. The style of narration aims to visualize this process of self-confrontation and search for ultimate realization which we go through; in life as much as in what we wear.

This duality is not only visualized and "mirrored" in the images show yet also in the nature of the brand itself. Animapop defines itself as a "bi-polar brand" due to its main characteristic: being reversible.

Life is made of different options, paths, people and opinions; all elements true for the masses which also and more pressingly reside within us often in contrast with one another. Hence, choosing only one side would be reductive. One should be reversible.

  • Rosso
  • Jacopo Ciufoli
  • Anastasia Nastico
    Key Cast
  • Pamela Marra
    Key Cast
  • Annalisa Caruso
    Art Direction & Stylist
  • Alice Gimmelli
    Operator & Editor
  • Marc Mayans
    Sound Design
  • Filippo Tosti
    Mixing & Mastering
  • Alessandra Venier
  • Eleonora Sergio
    Makeup and Hair Stylist
  • Project Type:
    Experimental, Short
  • Genres:
    fashion, experimental, design
  • Runtime:
    1 minute 8 seconds
  • Completion Date:
    July 21, 2017
  • Production Budget:
    1,500 EUR
  • Country of Origin:
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  • First-time Filmmaker:
  • Student Project:
Director Biography - Rosso

Dynamic, versatile and highly adaptable to a variety of scenarios. His ardor for travelling has allowed him to witness and live a broad range of diverse contexts meeting invigorating and inspiring people along the way.

Originally from Rome, Italy he has studied Management & Marketing as an undergraduate in London at Cass Business School. After three years in the UK he then moved to Milan working for the marketing and creative team for events in Condé Nast for Vogue and GQ magazines. Subsequently, he has moved onto pursuing his long-dated aspiration of working in the film industry starting at Leone Film Group in Rome. In September, he will be back in London for an MA in film business and production at the London Film School.

Passion for creative writing as well as for film and theatre have allowed him to co-author the theater piece Tipi and translate Matthew Hurt's The Man Jesus from English to Italian (an ongoing project that will be staged in 2018).

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Director Statement

Through video storytelling, my ultimate goal is to transmit emotions and stimulate thoughts that go beyond the simple appearance of the items shown. I would like for the viewers to feel part of and envision themselves wearing the apparel they are seeing on screen and actually living it to the point where they cannot distinguish the reality beyond the screen from that within the 16:9 ratio.

In this case, fashion film, it was interesting to work on two forms of art, namely film and design. In the case of fashion they can be equally as gripping. However, film allows the narrator (understood as the filmmaker) to guide the spectator through a quest. It allows to explore and discover many different faucets which photography lacks with respect to a moving image. By all means, film derives from photography and in its most basic form is nothing other than a series of photographs in a specific order. Thus, film allows the viewer to find plural fashion photographs opening new doors at every shot and scene cut.