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Opinion and Insight

Tales: A New Addition to The Family

Maura Beretta and Ada Bonvini on launching The Family Tales and why branded content is so exciting

Tales: A New Addition to The Family

One of Italy’s most illustrious production companies, The Family has been producing quality work globally for the past 15 years. 

Now, The Family is launching its latest venture: The Family Tales. Led by Executive Producer - Tales, Maura Beretta, the new division is set to be a hotbed for nurturing national and international talent, straddling the lines between advertising and content production. 

LBB’s Liam Smith sat down for a chat with Maura and Partner, EP Ada Bonvini to find out her ambitions and goals for this exciting new addition to The Family.

LBB> So what inspired The Family to launch this new division? 

Ada Bonvini> Here at The Family, we are always looking for new forms of expression, and Tales embodies our desire to expand our skills and nurture new talent. We felt the need to propose - to a traditionally conservative market such as the Italian one - a new tool to promote less common production methods with both national and international directors from different backgrounds, not just advertising

LBB> And why was now the right time to launch it?

Ada Bonvini> We just had two years of renewal characterised by a strong growth in the traditional market. Our path has seen us increase both the quantity and the quality of our work significantly. Inevitably we asked ourselves how we would like to continue our journey. And Tales was the answer.

LBB> And how did you settle on the name, The Family Tales? 

Maura Beretta> We decided to choose a name that was a declaration of intent. A manifesto: stories are the essence and the art of our work and our practice, be it branded content, documentary, interactive, immersive, environment or research and development of high tech content. Tales is the narrative extension of the production quality of The Family.

LBB> Maura, you’re heading up the new division. Can you tell us a bit about your background? 

MB> Tales is the natural evolution and in some ways the sum of my previous experience. I worked in each of the three worlds that embody this new division: I started my career producing documentaries for both cinema and television, then I was a creative producer, launching interactive video installations for major Italian brands and institutions. Finally, I managed a division within one of the leading production companies in the Italian market. Tales summarises the skills I gained in my career to date.

LBB> What are your goals for The Family Tales?

MB> Tales aims to produce narrative content at the same level of quality as advertising. We aim to become a reference point for agencies and brands in the production of content that goes beyond that of traditional advertising, such as narrative and experiential content that communicates brands through entertainment.

LBB> In your opinion what is the key to creating great content that people want to watch? 

MB> I think that the key is finding oneself in front of content that allows an experience. The experience of entering a world through a story or through physical interaction with immersive installations that interplay with our body and our emotions.

LBB> What’s the most exciting thing about branded content at the moment? 

MB> Branded content is a privileged place for research and creativity as it involves talent from different backgrounds. It is a place where narrative skills are experimented with through language, technology, formats and constantly evolving media.

LBB> What directors will be represented by The Family Tales? 

MB> Tales researches and nurtures talent that straddles advertising and content that escapes the traditional way of communication for brands. Our directors have the ability to manage longer formats and search for applied technologies, bringing them to the advertising world.

LBB> Can you tell us a little bit about the new directors that you’ve signed? 

MB> Tales represents national and international talents, including Ivan Olita, who confidently moves between the worlds of art and fashion by documenting cultural highlights of his travels for W, V, Rolling Stone, and NOWNESS. He has worked with the likes of Lady Gaga, Miley Cyrus, and Karl Lagerfeld. 

Adriano Valerio has already shot a number of insightful and award-winning films. ‘37°4 S’ garnered him a David di Donatello and a Special Mention in Cannes whereas his first feature film ‘Banat – The Journey’ was presented in Venice at the Critics’ Week and at 65 other festivals around the world. He was also nominated for Best Emerging Director at the David di Donatello. 

Mammafotogramma is a Milan-based animation and design studio that explores the infinite potential of user participation through moving images. 

Amanda Blue has a unique talent in creating thought-provoking and emotionally potent films. She went on to direct her own documentary films, winning many awards both in the UK and internationally. Amanda’s advertising work quickly gained her equally widespread recognition with Dove ‘A Mother’s Body’ winning at Cannes Lions, New York Festivals and Kinsale Sharks whilst Haven Holidays won a CIMTIG. Following that, Fairy ‘Never Stop Hugging’ went stratospheric with over 3 million hits in its first week live. 

Alessandro Cattaneo’s work is characterised by a strong documentary style and an eminent sense of the visual. He is an observer of the genuine and the eccentric, of the beautiful as well as the unrefined. His interest in authentic stories and strong characters has led him to direct ‘Wide Blue Delivery’, an award-winning feature length documentary that takes place on a cargo ship travelling between Italy and the coast of West Africa, exploring the very peculiar state of mind of the ones who live part of their lives at sea. 

Hiding behind the multiple-use name ‘Sterven Jønger’, a cult-like status that gave him both anonymity and underground credibility and fame, Marco Proserpio has directed tons of music videos for Italian designers, brands and artists. His most recent projects include ‘The Man Who Stole Banksy’ narrated by Iggy Pop.

LBB> Can you tell us a bit about the plans for The Family Tales in 2018?

MB> In the short term we are working on an important event for one of our clients, for which we will take care of the video content and their interactivity.

We are also working with two of our directors on two original screenplays, one for a feature film and the other for a web series that we hope to develop completely in 2018.

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