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Giorgio Armani's 'Films of City Frames' Project Kicks Off

The designer marked the official start of the movie project with a video message available starting today at framesoflife.com.

ARMANI ON FILM: Giorgio Armani marked the official start of the “Films of City Frames” movie project, whose launch was revealed last month, with a video message available starting today at framesoflife.com. Linked with the brand’s Frames of Life eyewear campaign, the project, developed in collaboration with Rai Cinema, will see a number of cinema students involved in the creation of short movies capturing everyday life’s urban moments with Armani’s new Frames of Life eyeglasses as protagonists. Italian director Paolo Sorrentino, who earlier this month won an Academy Award for the film “The Great Beauty,” will be mentoring the students.

Six film schools are participating in the project — New York’s Tisch, School of the Arts; USC’s School of Cinematic Arts in Los Angeles; Rome’s Centro Sperimentale di Cinematografia; London’s NFTS, National Film and Television School; Paris’ Esra, École Supérieure de Réalisation, and the Hong Kong Academy for Performing Arts. Directed by Piero Messina, a short movie presenting the “Films of City Frames” project is available at framesoflife.com.