Artist: Luca Finotti
The idea behind Finotti’s #WeBelieveInThePowerOfLove is to bring together Riccardo Tisci and Nike’s worlds. Taking inspiration from Tisci’s statement “I believe in the power of love”, Finotti aims to underline that we are all believers.
Based on this, the video celebrates inclusion and love with a wide range of models and aesthetics to show how our differences are something that bind and bring us together, not set us apart. The cast stories and their own different versions of the video are published on Finotti’s Instagram and Vimeo accounts.
Finotti’s pop aesthetic in this video can be perceived through the 3D footwear and glitch cuts throughout, with a strong reference to online virality and social media as a way to reflect the director’s idea of the “Internet taking over video”.
Luca Finotti was born in Pavia on the 25th of May in 1986. Although to the general public Luca Finotti is known as a director, a fashion artist and a fashion photographer, he is not: Luca Finotti is a communicator. After studying economics at Bocconi University in Milan followed by a Master in marketing, he graduated a directing course in New York at the prestigious New York Film Academy at the young age of 23. In October 2006, after only two months of university, Luca’s work was published online on social networks, which was then immediately noticed by Italian fashion houses who proudly called the young talent to direct their fashion film launching Luca Finotti’s career internationally. Luca Finotti has directed fashion films for Giorgio Armani, Dolce & Gabbana, Givenchy by Riccardo Tisci, Moschino, Trussardi, Herno, Jeremy Scott, Adidas, Tod’s, Hogan, Aldo, MSGM, Pitti, Tommy Hilfiger, Rimmel London Look, Martini, Diesel. Finotti collaborated with international magazines including Vogue Italy, Dazed & Confused, I-d Magazine, Hercules Magazine.
#WeBelieveInThePowerOfLove was Screened at VAEFF 2017 as part of “On the Margins“program