A Stroll in the city


Living in a metropolis like London has a lot of benefits, like having free information, entertainment, and more job opportunities.
You can also shop more effectively because of the big shopping streets, the vast choice of products and the latest trends.
The longest shopping street in Europe is Oxford Street and it’s the most desirable retail location in the world with more than 300 shops.
In public spaces in the metropolitan area, we tend to buy what we see. However, advertisements and slogans cross our path continuously and our mind assimilates it as something familiar, that we might need in the future. Each shop introduces sounds, smells, and visual props in the public space that attempt to manipulate our choices and moods. Everyday we are overwhelmed with brands names and products that differ from each other very slightly, in combination with a lot of unnecessary supplies that we might also think to buy.

Consumerism is to make indispensable the unnecessary. Metropolitan public spaces is the best platform to influence people.

Within this projectI will show the raw reality of the ‘materialistic’ part of London, focusing on the manipulation that the advertising in public space has on us when we tend to accept any suggestion offered to us, even without realising it’s happening.


The Metaphor of Consumerism

The very existence of human beings is no longer determined by the presence of another human being,  but by the presence of certain commercial products in possession.

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Ways o f seeing.

Berger goes on to say that “publicity turns consumption into a substitute for democracy. The choice of what one eats (or wears or drives) takes the place of significant political choice. Publicity helps to mask and compensate for all that is undemocratic within society. And it also masks what is happening in the rest of the world.”

Williamson, Judith. Decoding Advertisements. Amerika

This book sets out not simply to criticize advertisements on the grounds of dishonesty and exploitation, but to examine in detail, through over a hundred illustrations, their undoubted attractiveness and appeal. The overt economic function of this appeal is to make us buy things. Its ideological function, however, is to involve us as 'individuals' in perpetuating the ideas which endorse the economic basis of our society. If it is economic conditions which make ideology necessary, it is ideology which makes those conditions seem necessary.

If society is to be changed, this vicious circle of "necessity" and ideas must be broken. Decoding Advertisements is an attempt to undo one link in the chain which we ourselves help to forge, in our acceptance not only of the images and values of advertising, but of the 'transparent' forms and structures in which they are embodied. It provides not an "answer," but a "set of tools" which we can use to alter our own perceptions of one of society's subtlest and most complex forms of propaganda.

in London


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Film directing, shot by shot : visualizing from concept to screen

The book
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Steve cutts
inspiration 2: 

Before there was Flash, before there was Photoshop, before there was Pixar and MoCap and mashups, there were . . . cutouts. In a film that's as amazing today as it was when it was created in the 1970s, director Frank Mouris assembles 11,592 real-life collages to create a funny, moving, one-of-a-kind masterpiece of animation.

Music inspiration

Music will play a fundamental role, as it begins quite mellow creating the mood of a nice walk in the city, the character will be moving slowly as well and then as he approaches the commotion of advertising (in the video) the music begins to get chaotic and upbeat starting slowly and accelerating over time, (together with the increasing velocity of the images). The inspiration comes from the music of Edvard Grieg “in the hall of the mountain king”, but Thanks to the collaboration of Marco Spagnuolo a music composer, the music has been written in a modern and minimalistic key, with the adds of sounds that link with the images.

PREVIEW MUSIC by Marco spagnuolo

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