Responses by Federica Ariagno, executive creative director, AUGE; and Patrizia Boglione, brand and creative vice president, Translated.

Background: “Human Touch seeks to redefine the role of humans in shaping the future of technology,” says Patrizia Boglione. “Translated’s motto—‘We believe in humans’—represents our commitment to developing the best possible symbiosis between professional translators and artificial intelligence. We believe this is the only way to allow everyone to understand and be understood in their own language.”

Design thinking: “The campaign leveraged on a strong insight: even if we don’t realize it, we translate every day—we translate others,” says Federica Ariagno. “Every look, microexpression, gesture, touch and tic means something for us.”

Challenges: “As a campaign to be seen around the world, it was essential that every gesture and expression conveyed the same message across all countries,” says Boglione. “To ensure this, our local teams of linguists and diversity and inclusion specialists from twelve nations meticulously reviewed and authenticated the script. We even incorporated novel gestures to enhance the creative impact while respecting the unique cultures of each locale.”

Favorite details: “A strong insight is worth a great crafting,” says Ariagno. “We could count on a great team thanks to production company Mercurio Cinematografica, from internationally awarded director Martin Werner to visionary director of photography Tommaso Terigi to a multicultural international casting.”

“Casting proved to be quite a challenge as we aimed to elevate our standards, seeking credibility and inspiration,” notes Boglione. “The music is exceptionally beautiful. However, it’s the scene in the hospital that resonates most profoundly with me. It’s in that moment that our humanity truly shines, reminding us of the profound beauty inherent in our lives.”

New lessons: “Nothing says ‘I like you’ quite like a paper ball,” Ariagno says.

“When we removed language from the equation, we realized that, regardless of our actions, we engage in translation every day,” says Boglione.

Time constraints: “We didn’t really have a deadline until we had a very big one: UNESCO’s Digital Learning Week in early September,” Ariagno explains. “Marco Trombetti, chief executive officer of Translated, was so proud of the work that he decided to show it as an exclusive preview during his speech at the event in front of international policymakers and researchers. Everyone rushed, but in the end, it was helpful to cut out our last doubts, and the film was launched at its best with the best audience possible.”

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