Video strategy and art in support of the Don Gino Rigoldi Foundation

Giving a face to what can bring about a rebirth, a starting point, the resumption of one's story: we at Social Content Factory are happy to have curated the Videostrategy that illustrated the project "A noi ci frega lo sguardo..." the photographic auction in support of the Don Gino Rigoldi Foundation, the proceeds of which will be allocated to boys and girls in the penal area benefiting from the "Cambio rotta" campaign and to the Beccaria Penal Institute in Milan. Our subsidiary Cabiria BrandUniverse also participated in the project, as every year, taking care of the catalog design and the look & feel of the event.

The key word of the initiative is redemption, both social and personal: "at Beccaria," says Don Gino, "I have very rarely encountered boys from well-off families, and instead, I have listened to the stories of many families and young people who start from the bottom of the social ladder and therefore find themselves facing a longer road with a few more obstacles. Without naivety, we must say that it is not all up to them, because a society must make room to allow for the dynamism that does not pin people to their family status."

The possibility for adults, therefore, to recognize themselves as part of a system that does not work; the possibility of guaranteeing redemption for young people, so that they can afford to believe in the second half of a story already begun, with renewed confidence in their abilities. We have told all of this in the video for the Foundation, starting from two very simple and direct questions: "Have you ever lost your way? Have you gone through a dark moment?"

The answer was the puzzle of the photographs featured in the auction, ranging from the almost tactile thought of a veil floating in a dreamlike space to the vivid marks imprinted on the face of an elderly woman in black and white, from the famous shot of the 'Cathedral, Mountain, Moon' reposted by NASA to the silently eloquent forms of a figure by a pool to the calm and changing horizons of a deckchair on a beach, perhaps far from the sea.

Do you want to preview the shots while waiting for the auction to be held by Christie's on the next March 23rd? Take a look at the video, or go directly to Legance, at Via Broletto 9 in Milan!

Article written by Isabella Garanzini, Group Head of Storytelling at The Story Group