Role: Letenox Testimonial
Directed by Valerio di Paola
Produced by Shado and LOG607
Broadcasted by Current Italia (TV Channel no longer existing)
Shot in September 2009
The launch of transmedial series “Frammenti” was promoted on television by broadcasting this fake ad selling a pill to erase bad memories.
The ad was believed to be real and sparked a discussion online. Here is an article published by the Italian national newspaper, Il Fatto Quotidiano, on this topic on October 3rd, 2009:
“Frammenti” was one of the earliest examples of transmedia narrative and in the last two years has become a subject of university courses and students’ dissertations.