An urban journey that turns into a creative experience: the spot created by IED Roma students in collaboration with ATAC and Mastercard for the YoUrbana project.
IED X YoUrbana
Didactical project - Bachelor of Arts in Video Design and Filmmaking - IED Roma
Academic year
2024 - 2025
The IED X YoUrbana project was developed within the initiative “Yourbana Roma 2025,” promoted by Human Artis in collaboration with Mastercard and ATAC. A collective laboratory of visions that involved second-year students of the BA in Video Design and Filmmaking at IED Roma, tasked with producing a spot for the city’s public transport screens.
Guided by director and lecturer Lorenzo Vignolo, the students shaped a story that redefines the perception of time spent on the bus: from a suspended moment to a source of inspiration. Il tuo tempo in autobus è un tempo creativo… e neanche lo sai! (Your time on the bus is creative time… even if you don’t know it!) becomes the manifesto of a new, inclusive approach, one that invites people to recognize fragments of personal and collective creativity in everyday life.
The production of the spot involved not only the Video Design students, working in directing, cinematography, production, editing, and backstage, but also students from other IED schools of Visual Arts, Fashion, Communication, and Design, who contributed to scenography, sound design, and motion graphics.
For an entire month, the video was screened on the large monitors inside the tunnel connecting the metro to Piazza di Spagna, and in the recap looped across ATAC buses in Rome.
Credits
Direction: Lorenzo Vignolo
Concept and Script: Max Giovagnoli
Art Direction and Set Design: Tiziana Amicuzi
Cinematography: Marco de Giorgi
Production: Francesca Boschi
Music Supervision: Filippo Manni
Lead Actress: Juliet Riccieri, selected from the International Dance Training program at Brancaccio Danza
Project from the courses of
