Director Sune Sorensen and SMALL Agency, NY, team to brand Italian retail/grocery store Esselunga with emotional storytelling, taking on a universal topic that transcends culture. The narrative centers on a girl, Arianna, who wants to move away from home, which doesn’t meet the approval of her dad.
Sorensen (who is repped in the U.S. by production house Hey Baby Films; this job was produced via Indiana Production in Milan, Italy) immediately connected with SMALL founders Luca Pannese and Luca Lorenzini on the story and its intent. Sorensen shared, “It’s genuinely rare to find people like the ‘Lucases’ who are so driven and engaged in telling great stories without the usual compromise or inhibitions. Even during the early stages of production, it was a unanimous journey centered on the craftsmanship of filmmaking”.
The premise struck a special chord with the director: “I’m a director second and a dad first, so when I realized what kind of film we were about to make, it was incredibly easy to relate to the topic–a little too easy. I think most fathers dread the day their daughter wants to move away from home or get married. It may sound silly, and perhaps it is, but when someone has been dependent on you your whole life, it’s quite transformative –heartbreaking even–when you have to let them go”.
The production was shot in Genova, Italy, and includes local talent “Authenticity and local presence was incredibly important for the story, as well as to the brand. So, we spent a great deal resources and time ensuring that the film–including its mise en scène, art direction, styling, and even the local dialect–was staged accordingly”.
And rooting the story in Italy was more than a filmmaking tool–it was a cultural one as well, continued Sorensen. “Having lived in Italy, I have first hand experience with the importance of family. And food. And whilst any father can relate to this story, I believe none more so than an Italian father. The core family is so deeply rooted in Italian culture and I wanted to ensure that we never forgot that.”
Titled “The Carrot”–a reference to the vegetable serving as a karaoke microphone in the storyline–the spot was shot by cinematographer Franz Lustig (who lensed Wim Wenders’ Perfect Days, currently nominated for the Best International Film Oscar). "The Carrot" underscores that groceries can be much more than just groceries.
