Luca Finotti's 'Felicità' video campaign for Italian Ministry of Culture
The Italian Ministry of Culture launched a communication campaign titled 'Felicità' featuring a video work directed by Luca Finotti, with artistic direction by Paola Manfrin. Shot across 40 cultural sites including museums, archaeological parks, and significant spaces, the short film features artists, athletes, actors, creators, and citizens set to Raffaella Carrà's iconic song 'Felicità'. Participants include Paralympic athletes Ambra Sabatini and Niccolò Pirosu, actress Alba Rohrwacher, and model Nyle DiMarco. Locations include the Uffizi Galleries in Florence, Galleria Borghese in Rome, Palazzo Farnese in Caprarola, the National Archaeological Museum of Naples (MANN), the Grotte di Catullo and National Archaeological Museum of Sirmione, and the National Archaeological Museum of Reggio Calabria. Finotti collaborated with critic Angelo Bertone on site selection, prioritizing aesthetic color palettes and accessibility themes. The campaign aims to present cultural heritage as dynamic, welcoming, and inclusive.
Key facts
- Campaign 'Felicità' launched by Italian Ministry of Culture
- Video directed by Luca Finotti, artistic direction by Paola Manfrin
- Shot in 40 cultural sites across Italy
- Features Raffaella Carrà's song 'Felicità'
- Participants include Ambra Sabatini, Niccolò Pirosu, Alba Rohrwacher, Nyle DiMarco
- Locations include Uffizi Galleries, Galleria Borghese, Palazzo Farnese, MANN, Grotte di Catullo, Reggio Calabria museum
- Site selection supported by critic Angelo Bertone
- Focus on accessibility and inclusivity
Entities
Artists
- Luca Finotti
- Paola Manfrin
- Raffaella Carrà
- Ambra Sabatini
- Niccolò Pirosu
- Alba Rohrwacher
- Nyle DiMarco
- Jeferson Daniel Mesa Arango
- Angelo Bertone
- Ludovica Palmieri
- Achille Lauro
- Alessandra Tripoli
- Giacomo Luci
- Sebastiano Pigazzi
- Beatrice Fiorentini
- Michelangelo Placido
- Nicole Angelozzi
- Ester Aliverti
- Madior Fall
- Larissa Iapichino
- Roberta Pirone
- Davide Nicolini
Institutions
- Ministero della Cultura
- Gallerie degli Uffizi
- Galleria Borghese
- Palazzo Farnese di Caprarola
- Museo Archeologico Nazionale di Napoli (MANN)
- Grotte di Catullo e Museo Archeologico Nazionale di Sirmione
- Museo Archeologico Nazionale di Reggio Calabria
- Artribune
- Ministero
- Musei Italiani
- Direzione generale Musei
- Castel Sant'Angelo
- Museo Egizio di Torino
- Museo tattile statale 'Omero'
- Palazzo Grimani
- Parco archeologico del Colosseo
- Valle dei Templi
- Galleria dell'Accademia
- Grotte di Catullo
- Palazzo Altemps
- Palazzo Farnese
- Certosa di San Lorenzo
- Associazione 'Ruote a Spasso'
- Associazione 'Artisti del Sorriso'
Locations
- Italy
- Florence
- Rome
- Caprarola
- Naples
- Sirmione
- Reggio Calabria
- Colosseum
- Turin
- Ancona
- Venice
- Agrigento
- Padula