‘Assume That I Can’ for Coordown Triumphs with Immortal Commendation for Italy

The 2024 Immortal Awards recognises Coordown’s ‘Assume That I Can’ film with a Commendation – the first for Italian entrant companies Indiana Production and Laconic.

The campaign from the Italian National Coordination of Associations of People with Down Syndrome launched on World Down Syndrome Day 2024. A call to put an end to prejudice and support the concrete potential of each person who has Down syndrome, the project shows how a young woman with Down syndrome challenges the low expectations others have of her.

Created by New York agency SMALL, produced through Indiana Productions and directed by Rich Lee, the film flips viewers’ perspective. Initially, those around the protagonist believe that she cannot drink a cocktail, be a boxer, study Shakespeare, live alone or achieve important goals. Then, halfway through the film, there’s a twist: the protagonist forcefully invites the viewer to reconsider the power of a self-fulfilling prophecy.

One of only 11 Commendations, the win is the third time that an Italian project has been commended at the global advertising show from Little Black Book, following Heineken and LePub’s ‘Shutter Ads’, which received a Commendation in 2021, and ‘The Night Is Young’ in 2022.

Alice Bellini, post producer and talent manager at Laconic, said, “This win highlights the impact of thoughtful collaboration among creatives and post production operators, motivating us to continue crafting great fits among freelance artists and clients. Luca Angeleri and Danilo Vittori, respectively editor and colourist, have done a wonderful job in grounding the idea of creatives and director. 

“As a talent management agency, Laconic has seen a lot of briefs and creativities go by this past 2024,” she continued, “and we must admit in all honesty that this time, SMALL Agency has outdone itself, excelling once again, with precious and outstanding Italian production expertise from Indiana Productions.

“At Laconic, we like to 'assume' that post-production can indeed make the difference, elevating ideas to their fullest potential and helping them resonate on a global scale.”