Cartoni: A Centennial Legacy in the Digital Age (2023)
Creator, Director & Mobile Filmmaker
Synopsis
"Being Ahead of Our Time" is a 6-part short-form video campaign produced for Cartoni Camera Supports, a legendary Italian family business that has shaped the history of audiovisual technology for over a century. The series explores the heritage of this Roman institution, bridging the gap between historical craftsmanship and modern content creation.
Project Objective & The "iPhone Challenge"
The core challenge of this campaign was pedagogical and disruptive: to produce a high-end, professional-grade commercial series using a minimalist "run-and-gun" setup. By filming exclusively on an iPhone, I demonstrated to students and young professionals that cinematic storytelling depends on vision, lighting, and movement rather than the size of the camera.
Creative & Technical Challenges
Elevating Mobile Footage: Ensuring that iPhone-captured content maintained the prestige and aesthetic standards of a world-renowned brand like Cartoni.
Vertical Storytelling: Mastering the 9:16 format to create a "social-first" experience that feels like a premium documentary rather than a casual post.
Legacy vs. Innovation: Merging the centennial history of the company with the fast-paced, modern language of Instagram Reels and TikTok.
Solution / Approach
I approached the production with a professional mindset on a mobile scale. By utilizing Cartoni’s own professional supports (fluid heads and stabilizers) with a mobile rig, I achieved "impossible" cinematic movements. The narrative focuses on textures, historical archives, and the precision of Italian engineering, using a dynamic editing style and sound design to elevate the mobile-shot visuals.
Highlights
Mobile Filmmaking Excellence: Proved that a "run-and-gun" setup can achieve commercial-quality results when paired with professional methodology.
Brand Synergy: Integrated the product (Cartoni supports) into the storytelling itself, showing how they enable stability and creativity regardless of the camera used.
Short-Form Strategy: Developed a modular campaign structure where each of the 6 episodes works as a standalone "visual pill" while contributing to the overall brand legacy.
Video Embed
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