EMMA GOES TO SPAIN 🌈 🏳️🌈 🦄
by Frankie Caradonna & Paola Rocchetti
Silver winner at the ADCI Awards 2025 in the category HEALTH & PHARMA Innovation
by Frankie Caradonna & Paola Rocchetti
Silver winner at the ADCI Awards 2025 in the category HEALTH & PHARMA Innovation
It's a new AI story for the Milano Pride. Working on the theme of memory was really exciting, and we wanted to give Emma a memory that would do justice to the discrimination she had suffered in the past. For Milano Pride 2025, I collaborated with my friend, the AI artist Paola Rocchetti. Together, we wrote, directed and visualised an AI film that we shared with Emma on a 12-metre-long screen during a series of studio shoots. For the first time, she saw a new memory that we had created especially for her with the help of AI. The emotions were very strong. Thank you to the whole team that made this project possible. GB22 Indiana Production Pulsee Luce e Gas.
"Emma Goes to Spain" is a short film born from a real event: a teenage girl with Down syndrome was excluded from a school trip. This fragment of lived experience became the starting point for a narrative that does not seek to fix the past, but to unlock what already exists within Emma, a fierce sense of justice, radical empathy, and unapologetic emotional clarity.
The project blends documentary truth with visual poetry. We shaped a hybrid language, suspended between realism and magical realism. Our goal was never to build a world on Emma, but to free the world that’s already inside her.
The film evolves from quiet realism into a surreal, lyrical space where Emma claims her own version of events. A vision not of fiction, but of possible truth.
Sound is not a score, it is an emotional architecture. Emma’s real voice, taken from her interview, serves as the backbone of the piece. Her words drive every visual, every cut, every note.
The final AI-generated film was revealed to Emma in a studio environment using a large immersive LED screen, surrounding her with the reimagined scenario, letting her feel how things could have gone differently. It was a powerful, emotional moment.
The final film "Memor.IA" is built on a hybrid structure that combines interviews, visual storytelling, and AI to reconstruct significant memories and moments that were once constrained by stereotypes or lack of freedom.
CREDITS
Produced by Indiana Production, directed by Niccolò Maria Pagani, agency GB22.
Produced by Indiana Production, directed by Niccolò Maria Pagani, agency GB22.
