Movie and image design

Research focus

The Peer review has evaluated this group as Good

Strategies, methods, processes and new forms of communication for the cultural, production and entertainment industries, in the fields of old and new media. Movie Design is a new area in Visual Design, focusing on audiovisual language and production. The field of moving images is redefined and widened by the potentials of the digital media system and video and multimedia communication products are spreading out because of the improvement of digital technologies and distribution platforms. Brand communication, entertainment industry, cultural heritage and industry are the areas of intervention. In particular, our research group finds its scientific references in cinematographic techniques and aesthetics, especially scriptwriting and shooting skills. In addition the processes of cinematographic industry represent a useful model to be transferred and translated to design practices. Up to now, many specific competences were focused on specific steps of the production chain, but everything is getting more complex and fluid. We never forget that communication design is basically oriented to the target, not to a generic public, and it aims at personalization. It uses marketing and branding strategies as well, in order to identify the right rethorics and language for the content management, for a single and peculiar channel but also in order to design an integrated communication system for the relationship with the stakeholders. This kind of design, then, is the result of cinematographic and strategic experience. We call it “Movie Design” (Galbiati, 2005), in the extent that it puts together the two main identities of this disciplinal area. We don’t refer to cinematographic products, such as feature films (in spite of the meaning of the term “movie”), or to the audiovisual formats of TV advertising. We concentrate on brief formats (from 30” to few minutes short videos) of audiovisual and multimedia communication, that could find a place in the TV production or in the “below the line” tactics of brand communication, that use varied and less expensive media for the promotion activities (for example, WebTV, DVD and video projections). The main achievement of Movie Design is to contribute to and enrich the quality of communication within the communication system. Facing digital media convergence Movie Design introduces design tools and knowledge in the area of communication and entertainment, which is mainly and deeply marketing-oriented. Collaborations and networks are encouraged in our research area in order to face the market and the industry, build relationships and fertilize the design approach. Performing new scenarios is an effort we get always looking at users needs and behaviours. Our aim is to build new communication strategies, forms and businesses addressing to social change. According to the main focus other specific fields of research are: - audiovisual language and culture; - digital television formats and systems; - audiovisual archives; - cultural heritage and material culture valorization; - brand communication strategies and techniques; - retail experience; - guerrilla marketing.

Dipartimento di afferenza

Dipartimento di Industrial Design, Arti, Comunicazione e Moda (INDACO)

Docenti afferenti

Maria Luisa Galbiati