CLIENT
Region Sardinia
YEAR
2015
The region of Sardinia in 2015 has assigned to the Design department of the Faculty of Architecture of Alghero
the task of designing the pavilion with which the region would be presented at the Expo including video and graphic content present in it.
The Design department of the Faculty of Alghero for this project has created a working team.
Part of the project is also to design a digital portal (a WebApp) to make accessible on-line the contents contained in the pavilion.
My role in the project included two primary goals.
GOALS:
1. Design a potential series of promotional actions in the ‘social’ field.
2. Design a video about the environmental, historic and cultural values of the island.
1.SOCIAL FIELD.
The promotional initiatives in the social field were planned with the purpose of widening the audience and paying attention to the repercussions on the territory.
Part of the research project developed for Sardinia at the EXPO envisaged a potential series of promotional actions in the ‘social’ field,
aimed at favouring integration between physical installation and virtual environment, between the Milan location of the event and places on the island.
Two specific actions, in particular, closely connected with a WebApp, were conceived to raise interest and participation in the initiative.
The first consisted of a UCD (User Generated Content) social campaign that described Sardiniaduring the EXPO period with images and mini-videos collected,
shown and shared via Instagram, Facebook and Twitter.
Tourists and inhabitants were first-hand promotors of the Sardinian experience: contents produced by themselves, classified with specific hashtags,
were shared and made available by means of a WebApp.
The second initiative used the generative logic of the “Sardinia Dingbats” font to enable the WebApp users – called “black matter” – to create “Sardinia-Dingbat-selfies”, i.e. self-portraits automatically reconfigured based on the woven patterns that characterised the coordinated image of Sardinia at the EXPO. The WebApp enabled an image to be captured and subsequently processed anywhere using a mobile device, then shared over the social networks.
The possibility was also envisaged of producing selfies directly inside the Sardinian pavilion. Here the images supplied a video totem,
combining with each other so as to describe Sardinia through the faces of those who visited the stand in Milan.
2.BLUE VIDEO
The blue video portrays an unknown Sardinia through the language of the cinema. The main purpose was to convey – through images – the territorial, e
nvironmental, historic and cultural values characterising the island.
The video is the fruit of a series of journeys through Sardinia to discover points of view on the landscape that were different from the usual clichés.
The montage combined detailed long shots, continuallyalternating them; camera movement gave a dynamic rhythm, growing as the conclusion approached,
the purpose being to accompany the spectator during the experience of a journey and make him feel like a first-hand participant.
The video was plannedto be part of the installation in the Sardinian pavilion at the Milan EXPO and to be used without sound during the visit,
but also to be shown with sound accompaniment in the various social media.
Below the video and the documentary that summarizes the final work of the pavilion.
The video posted on Facebook reached over 200.000 views.