Felicità Campaign Insiders Reveal Behind-the-Scenes of Italy's State Museum Push
The 'Felicità' initiative by the Italian Ministry of Culture showcases the national museum system alongside the Musei Italiani app, created by the Direzione generale Musei as part of the PNRR Accessibility initiative. This campaign engaged cultural personalities from more than 40 sites throughout Italy. Notable contributors included art director Paola Manfrin, VFX director Federica Intelisano, Paralympic athlete Niccolò Pirosu, and AI artist Vlady Dupuy. Aiming for inclusivity, the campaign features international figures and athletes such as Larissa Iapichino and Ambra Sabatini. Accompanied by Raffaella Carrà's song 'Felicità,' it emphasizes a human-centric storytelling approach. Pirosu commended its authenticity, while Dupuy underscored AI's significance in preserving cultural heritage.
Key facts
- The 'Felicità' campaign is by the Italian Ministry of Culture (Ministero dei Beni Culturali).
- It promotes the national museum system and the Musei Italiani app.
- Developed by the Direzione generale Musei under PNRR Accessibility.
- Involved over 40 locations across Italy.
- Art director: Paola Manfrin; VFX creative director: Federica Intelisano.
- Director: Luca Finotti.
- Featured athletes include Larissa Iapichino, Ambra Sabatini, Alessandro Ossola, Assunta Legnante, Sandra Truccolo, Daniele Scarpa.
- Digital artists include Humberto Cruz, Vlady Dupuy, Spacekkabbi, Team Rolfes.
- The campaign uses Raffaella Carrà's song 'Felicità'.
- The video work took over a year to produce.
- Ambra Sabatini was flag bearer for Italy at Paris 2024 Paralympics.
Entities
Artists
- Luca Finotti
- Paola Manfrin
- Federica Intelisano
- Niccolò Pirosu
- Vlady Dupuy
- Humberto Cruz
- Spacekkabbi
- Team Rolfes
- Larissa Iapichino
- Ambra Sabatini
- Alessandro Ossola
- Assunta Legnante
- Sandra Truccolo
- Daniele Scarpa
- Raffaella Carrà
- Ludovica Palmieri
Institutions
- Ministero dei Beni Culturali
- Direzione generale Musei
- Musei Italiani
- Villa Medicea della Petraia
- Gallerie degli Uffizi
- Museo Egizio di Torino
- Museo Tattile Statale 'Omero'
- Palazzo Grimani
- Artribune
Locations
- Italy
- Florence
- Turin
- Ancona
- Venice
- Paris