Lara is a girl born with amazing capabilities. She can speak every language in the world. Throughout her life, she helps people to understand the world and be understood in a range of situations from everyday to professional, from the instructions on a step machine to conversations after a car accident. Lara is a metaphor for Italian translation service, Translated, in its first brand campaign by Milan creative agency, Auge. The aim of the campaign is to show that despite the framework of the organisation being powered by sophisticated technology, its output is very much human.

The two-minute brand film presents translation as a magical gift that improves lives and allows people to reduce the distance between themselves and the world.

Watch the film with sub-titles.

Here it is without:

In keeping with the brief to talk about the Translated values with warmth and humanity, and the creative idea of creating an analogue story for a digital service, the cast of the film are the local residents of the Sicilian island of Salina where the film was shot, instead of using professional actors. The music which was made especially for the film was played entirely by an orchestra of analogue instruments.

Translated founder, Marco Trombetti, commented, “In a world in which technology plays an increasingly important role, we want to celebrate the most human thing we have: language, which allows us to understand and be understood.”

Federica Ariagno, executive creative director of Auge, added, “Our client is a dreamer and working with a dreamer is always inspiring. Translated is a brand the world should recognise not just for its great proposition, but also for its unique attitude and optimism. We came up with a simple story, almost surreal, to describe their vision, to express their purpose. Filming it has been part of the adventure. In a difficult moment for the world, a little flower has bloomed on that island.”

Translated uses a combination of 180,000 expert human translators and machine intelligence to translate more than 180 of the world’s languages. There are roughly 7,117 languages spoken across the world, with just 23 accounting for over half of the world’s language population.

Credits

Agency: Auge Communication Milan
Executive Creative Directors: Federica Ariagno & Giorgio Natale
Senior Copywriters: Antonio Mitra & Federico Anelli
Senior Art Director: Stefano Summo

Director: Koen Mortier 
DoP: Grimm Vandekerckhove
Colourist: Daniel Pallucca

Production Company: Mercurio Cinematografica
Executive Producer: Luca Fanfani
Producer: Martina Perversi
Post-Producer: Roberta Caimi
Editor: Eleonora Cao

Service Company: Jaja Film
Production Director: Roberta Brambilla
Stylist: Cristina Maiorano

Art Buyer: Francesco Colucci
Post-Production: Applemint 
Audio Post-Production: Top Digital

Client: Translated
Founder: Marco Trombetti
Co-Founder & Chairman: Isabelle Andrieu
VP of Marketing: Daniele Patrioli
Creative Director: Patrizia Boglione