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A man sleeps deeply in an armchair. Hands on the belly and the bubble in the nose, do not notice the fish that, sprung out of nowhere, jumps around and above him. "Because who sleeps does not catch fish!": It is the industriosity that is the main feature of the city of Milan at least in the vision of Stefano Colferai . The "magician of the dough", which is 100% proudly Milanese, was called by Apple to give his interpretation of the city in view of next opening of the "Expected Apple Store in Piazza Liberty .
For the launching campaign of the company Cupertino did a careful screening and selected 21 local talents who created new jobs – photos, videos, illustrations and music – answer to the question: [19459004"WhatwillyoudotomorrowMilan?".
These colorful projects are a snapshot of the creative energy of the city and, from Thursday, July 26, 2018 animate the letters on the cover of the store: a first look at Works that can be explored in detail online at www.apple.com/en/retail/piazzaliberty.
"Being Milanese I feel involved in a lot of life in the city – says Colferai, sitting at his desk – which is a whirlpool that trains you to do things. Milan, indeed, is a city that always seems to function out of habit, even when there is none. "Then I thought I would rework the popular saying" Sleeping does not catch fish "". And the humor and delicious levity of the plasticine caricature seem to mean: "I know, Milan, that I must always be vigilant, but it would not be good, from time to time, to take a nap.
Stefano modeled with the plasticine protagonist of the scene . "At this point, a photo shoot follows for frame-by-frame animation and editing photos on Mac," he explains. "For this project, I worked with the iPhone X by shooting backstage photos and still images. Finally, I used my Macbook Pro to export the final Adobe Photoshop animation.
The animation takes place frame by frame, at 12 frames per second. "This technique gives an artisbad effect and a warmth that 3D animation can not give: is the magic of stop-motion .In addition, with modeling clay, you can continue to remodel and reuse it as many times as you like. "
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Stefano is a very promising artist but still not mainstream . He certainly did not expect to receive an order from one of the most important companies in the world: "It was a wonderful surprise: certainly the most prestigious client for whom I have worked, maybe the pinnacle of my work. So at first I was a little agitated, then I realized that it was useless: I did not have to do too much, but to remain attached to the simplicity of my work. Moreover, the task was made easier, because I had no pressure from Apple who let me express myself with extreme creative freedom. "
This project gave Stefano the opportunity to explore new frontiers." I wanted to keep it simple, but try to do something new: for example, I had never let things fly and I had to find how to do it "
But Milan, tomorrow, will manage to capture all these flying fish?" Of course. Milan is on the crest of the wave, in terms of quality of life and creativity. And it has the potential to grow a lot. And the fact that the opening of a new Apple Store concept in the center of Milan is further proof. "
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