During a hard time, like the 2020 lockdown, in which all the brands were quite focused on the Covid situation (with no big difference between commercials/films), we decided to tell a little and different story with a positive vibe and a message of unity, collaboration and humanity.

The character of Lara and her relationship with the island's residents constitutes the key element of this film, in which our aim was to portray Translated's digital service through a wholly warm and human story with an analogue and timeless spirit like any fairy tale.

Since this is the first film in the brand's history, we made a joint decision to focus on Translated's values rather than simply on its services, striving to convey these values through what we could define as a fully-fledged short film and not just a commercial.

Translated firmly believes in the value of words and in the importance that translation holds for our society: translating means allowing everyone to understand the world and to be understood. A real gift that the company offers every day to everyone who needs to communicate or understand a message in another language. And it does so simply and intelligently, with the fundamental help of the human touch (its own translators).

The importance of understanding between people lies at the heart of this creative concept, in which translation becomes a wonderful and magical gift that improves lives and allows people to reduce the distance between themselves and the world.

We chose to represent this 'miracle' through a surreal fairy tale set on a remote island in the Mediterranean, telling a little story that nevertheless spoke to the whole world. Little like our protagonist Lara, a child born with a special gift: being able to speak every language in the world. A gift that she generously and positively chooses not to keep to herself, but to share with her whole community to help people in a host of situations.

Translated wants to become the coolest and most recognized brand for translation. Using a smart contemporary emotional language: smart, clever, innovative, cool, human. It’s time to communicate who they are, what they do and their values, at a global level to the business community in a disruptive way.

We want to deliver a highly creative communication campaign that is able to communicate

their values, keeping in mind a few key things:

• Have an impact: players, influencers, big buyers of the industry must get in touch with it, and remember who we are and how we can do great things.

• Digital centric: internet is in the Brand’s DNA and they believe that it remains their main distribution channel, for its capacity to measure and to deliver the right message to the right person.

• Translated has innovative tech that never dismisses or compromises the human in the equation.

The commercial was shot in Salina, a small island in Sicily, during a break in the 2020 lockdown.

It was directed by the Belgian director Koen Mortier: thanks to his natural and decidedly human touch, he approached the story with sensitivity and substance.

The short was shot over 4 days of production, with a cast made up mostly of locals who were acting for the first time in their lives. For example, a school teacher played the medical specialist, the town's pharmacist played the role of the general practitioner, and two pairs of sisters played the main character Lara at different stages of growing up.

It was easy to find willing people, but finding a treadmill on the island was hard work.

The music was composed specially by two Italian musicians, Michele Braga and Emanuele Bossi, who are already working on several film soundtracks.

The video was launched and planned with a global digital and social media campaign. The results: 71,321,838 people reached and 19,500,188 views.