IF! Italians Festival Celebrates ‘Human Intelligence’ in Promotional Prints

IF! Italians Festival, which will take place at BASE Milano on 8th-10th November, has presented the first wave of its ad campaign. 

Over the following weeks the campaign will feature further portraits of personalities who are supporting the festival, with each one communicating their personal idea of creativity through words and body language.

Each portrait is a powerful visual – in black and white – which spotlights contemporary creative minds, encircled by a handwritten quotation that underlines the importance of an approach based on manual skill without leaving aside progress.

Each testimonial was asked to articulate their personal thoughts on the theme of Human Intelligence. The variety of approach and the subtleties of expression highlight the multifaceted nature of the human mind.

The four festival supporters in the first wave are Roberto Battaglia, this year’s jury president of the ADCI Awards; Guglielmo Scilla, also known as Willwoosh, one of Italy’s most popular YouTubers; singer-songwriter Malika Ayane and Francesca Vecchioni, founder and president of Diversity.

The campaign was conceived by Francesco Guerrera, creative director of Le Balene and Artistic Director of Acqua su Marte (Water on Mars), and Nicola Lampugnani, Vice-President of ADCI – Art Directors Club Italiano and Brand & Creative Senior Director at Discovery Italia, as well as member of IF!’s organising committee.

The campaign was photographed by LSD and the longhand quotations were produced with the aid of Procreate, a state-of-the-art tool for illustrating handwriting.