In bottiglia è meglio?

24-28 11 Workshop Audiovisual Storitelling about water

In bottiglia è meglio?

[Is it better in the bottle?]

Agata Brilli Giacomo Ciurlo Michele Invernizzi Mario Martinasco Giulia Piccoli Trapletti Laura Toffetti

2014

01

PROBLEM

“In bottiglia “

è meglio?

[Is it better in the bottle?]

* 2 out of 3 citizens prefer bottled water over tap water.

*fonte: Adiconsum Lombardia, 2010

02

ISSUE

Drinkable

water in Milan.

MAIN GOAL Raise awarness of the good quality of tap water in Milan.

SPECIFIC GOALS Overcome public mistrust about tap water.

Raise awarness of excessive plastic waste.

03

Metropolitana Milanese* manages the integrated water cycle, plans, designs and implements new networks and facilities and maintenance for existing ones. Aims to meet the needs water community in Milan, in a quantitatively and qualitatively

adequate, optimal, ensuring responsible management of water resources, the environment and pursuing efficiency and economy. * Metropolitana Milanese: the leading designer of urban structures and infrastructures since 1955

04

FOCUS

Metropolitana Milanese.

The mission of Metropolitana Milanese is to meet the water needs of the Milan community by supplying sufficient quantity of quality drinking water and ensuring responsible water resource management from the environmental and cost efficiency points of view.The management operations of the Milan Integrated Water Service are subdivi-

ded into 3 business areas: the Waterworks and Wastewater departments manage the water cycle; the Resources, Planning and Services department coordinates the planning of the two operative departments and the Engineering area of Metropolitana Milanese. The Customer Service also belongs in this area.

05

*17.000 WATER SAMPLING FOR ANALYSIS

*2.295 km WATER MAINS

*400 ACTIVE WELLS FOR THE CATCHMENT

*2 millions PEOPLE SERVED

*230 millions of m3 DISTRIBUTED WATER

* Bilancio di sostemibilità del servizio idrico integrato. 2012.

Metropolitana Milanese SPA.

06

BRIEF

In bottiglia è meglio?

[Is it better in the bottle?]

We are thrown in a fictional and paradoxical world, where bottled water is used instead of tap water for literally everything. Because of this plastic waste surrounds people’s lives. We then find out it was all just a nightmare and we return to real life.

TARGET Young citizens (16-40 years old) from Milan because they are the future and they should be the one to be alert to this issue.

07

STRUCUTRE

FICTIONAL WORLD

break

REAL WORLD

END + SLOGAN

PROCESS OUTDOOR SHOOTING NO DIALOGUES

MUSIC & SOUND

08

MESSAGE

The paradoxical world created is aimed at highlighting the contrast with unfounded mistrust of people in tap water.

This is understood only through the final sentence that invites people to not be afraid to use tap water.

09

[Drink, don’t be afraid of opening the tap.]

“

“Bevi senza aver paura di aprire il rubinetto

10

STORYBOARD

#1 Slide of main character sleeping in his bed, everything covered with plastic bottles.

11

#2 Close up of feet touching the ground and hitting bottles. This sound launches the first “snatch”* sequence.

#3 Bottle being opened.

* Snatch. https://www.youtube.com/watch?v=wyKBSy6rgdY

12

STORYBOARD

#4 Close up of moka(coffee) being prepared.

#5 Close up of moka boiling.

13

#6 Another bottle being opened.

#7 Main character washing toothbrush.

14

STORYBOARD

#8 Main character showering with a bottle. This scene is longer to take a break from the rushing sequence. The doorbell make the rush restart.

#9 Main character opens the door to a delivery man.

15

#10 Close up of money being exchanged.

#11 Main character closes door with water.

16

STORYBOARD

#12 Main character is (apparently) watching television as he eats his breakfast. Pictures from all over the world are shown. You can hear a television message that is said on and on but the tv.

#13 The spot on TV is stuck, it keeps repeating forever. The message louder and louder.

17

#14 Main character suddenly wakes up, scared. It was all just a nightmare.

#15 Main character enters the kitchen, chooses tap water over bottled one.

18

STORYBOARD

L’acqua di Milano è costantemente controllata.

#16

BEVI SENZA AVER PAURA DI APRIRE IL RUBINETTO.

Payoff shown on black screen: BEVI SENZA AVER PAURA DI APRIRE IL RUBINETTO. (Drink, don’t be afraid of opening the tap).

19

TIME TABLE

Wednesday, November 26th 9:00 Crew arrives on location 9:15 Beginning of setup 9:45 #1 set ready (bedroom) 10:00 #1 shot 10:05 #2 set ready (bedroom) 10:10 #2 shot 10:20 #17 set ready (bedroom) 10:25 #17 shot 11:00 #4 set ready (bathroom) 11:15 #3-5-11 shot 11:20 #4 shot 11:35 #6 set ready (bathroom) 11:45 #6 shot 12:15 #7 set ready (hallway) 12:25 #7 shot 12:30 #8 shot 12:35 #9 set ready (hallway)

12:40 #9 shot 13:15 #10 set ready (kitchen) 14:00 end of lunch break 14:10 #10 shot 14:15 #12 set ready (kitchen) 14:20 #12 shot 14:25 #13 set ready (kitchen) 14:30 #13 shot 14:35 #14 shot 14:50 #18 set ready (kitchen) 15:10 #18 shot 15:30 #15 set ready (livingroom) 15:40 #15 shot 15:50 #16 set ready (living room) 15:55 #16 shot Plausible delays on every set up, still have 4 hours free to compensate (ending the shooting at 20:00).

20

STORYBOARD

L’acqua di Milano è costantemente controllata.

#20

BEVI SENZA AVER PAURA DI APRIRE IL RUBINETTO.

Payoff shown on black screen: BEVI SENZA AVER PAURA DI APRIRE IL RUBINETTO. (Drink, don’t be afraid of opening the tap).

21

TIME TABLE

Wednesday, November 26th 9:00 Crew arrives on location 9:15 Beginning of setup 9:45 #1 set ready (bedroom) 10:00 #1 shot 10:05 #2 set ready (bedroom) 10:10 #2 shot 10:20 #17 set ready (bedroom) 10:25 #17 shot 11:00 #4 set ready (bathroom) 11:15 #3-5-11 shot 11:20 #4 shot 11:35 #6 set ready (bathroom) 11:45 #6 shot 12:15 #7 set ready (hallway) 12:25 #7 shot 12:30 #8 shot 12:35 #9 set ready (hallway)

12:40 #9 shot 13:15 #10 set ready (kitchen) 14:00 end of lunch break 14:10 #10 shot 14:15 #12 set ready (kitchen) 14:20 #12 shot 14:25 #13 set ready (kitchen) 14:30 #13 shot 14:35 #14 shot 14:50 #18 set ready (kitchen) 15:10 #18 shot 15:30 #15 set ready (livingroom) 15:40 #15 shot 15:50 #16 set ready (living room) 15:55 #16 shot Plausible delays on every set up, still have 4 hours free to compensate (ending the shooting at 20:00).

22

PLANNING TABLE

ACTORS Main character Delivery man (background actor) Anchor man (background actor) LOCATIONS Bathroom Bedroom Kitchen Living room TV Studio with green screen WARDROBE: 1. Outfit: black t-shirt 2. Outfit: white t-shirt, jeans Anchor man’s outfit: white or blue shirt blue trousers

23

TECHNICAL MATERIAL Canon 7D Canon 60D Lense 50 mm, Lense 15-85 mm Lense 18-135 mm Glyde cam Reflective panel 1 tripod Wired microphone 2 lights ARRI 300w 2 light stands 2 extension cables 2 industrial plugs 1 split socket

SCENES MATERIALS 2 six-packs of water 1/2 lt Empty recycled bottles of water 1/2 and 1 litre (at least 50) Alarm clock Razor blade Shaving foam Moka TV screen Sponge Pictures Breakfast cup Fictional company labels (at least 20)

24

CREW

Agata Brilli_Photography Giacomo Ciurlo_Actor/Post-production Michele Invernizzi_Sound Mario Martinasco_Actor/Graphic design Giulia Piccoli Trapletti_Director Laura Toffetti_Art/Scenography