Following Floraworks, the iconic 2012 video project for italian label MSGM, director Luca Finotti collaborates once more with the brand’s founder and creative director Massimo Giorgetti for his SS21 campaign. The focus of Non So Dove, Ma Insieme (I Don’t Know Where, but Together) is on the younger MSGM generation. Passionate, free and filled with enthusiasm, we bounce back from a difficult moment by claiming the now and looking into the future. Set in Milan to the sound of Italian musician Coez, the film speaks of love, desire and friendship, as we wander through a city about to burst with summer and sunshine. A celebration of the overwhelming intensity of life, Non So Dove, Ma Insieme stands as a powerful and joyful rebirth. As with all his productions, Finotti takes particular care of the cast by ensuring a strong focus on diversity. Through an open call on Instagram, he selected actor Federico Cesari (23), trans activist Francesco Cicconetti (24), fashion designer Naomi Oke (25), synchronised swimming winner Camilla Vettore (17), models Diogo Gomes (23) and Matteo Tagliabue (24) and stylist Cai Yu (24). The idea for the film was born out of a brainstorming session between Giorgetti and Finotti. “MSGM has faith in our present and looks into the future with optimism, passion and poetry. The film addresses the uncertainty we have been experiencing, but also underlines the importance of being able to face it united as one. Only together can we truly dream” - states Giorgetti.

Named by Forbes Magazine “The Film Director Behind Fashion’s Viral Videos”, Luca Finotti is an Italian creative and film director who has worked with names such as Nike, Versace, Giorgio Armani, Givenchy by Riccardo Tisci and Hugo Boss. A degree in Marketing and Economy at the renowned Luigi Bocconi University in Milan, followed by further studies in cinema at the New York Film Academy provided Finotti with all the skills to be a successful artistic and viral film director. Combining powerful moving images with social media, his creations always start from an idea that is then tested against trend research. This guarantees the worldwide virality of every film and campaign, making every project a visible and shareable online experience. Winner of Best Director with his recent film Versace Manifesto at Cinemoi Fashion Film Awards in 2018, his project #WeBelieveInThePowerOfLove for Nike was screened and awarded in more than 25 film festivals and awards across the globe including Ciclope, Aesthetica Short Film Festival, Berlin Fashion Film Festival, Venice Film Week and Video Art and Experimental Film Festival in New York.