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Web Film

Sephora Italia: Domestic Violence

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On the International Day for the Elimination of Violence against Women, Sephora Italy and Media.Monks launch their campaign to raise awareness and give platform to share the stories of the effects of victim blaming. The awareness campaign 'mAI colpevoli,', translated as ‘never guilty’, supports the Pangea ETS Foundation. In three videos, created by Media.Monks Milan and directed by Viola Foladorshare, three monologues are about three situations where women are a victim of violence. The three films harness Generative AI to show the still prevalent phenomenon of ‘victim blaming’. ChatGPT was asked to create the narrative of three stories of violence from the perspective of the victims, based on opinions gathered online regarding gender-based violence. The AI, being an abstract interlocutor, devoid of a personal point of view other than that of the internet, created three monologues scattered with moments where the victims blamed themselves for the violence they experienced, finding justifications for the perpetrator. This demonstrates how deeply ingrained victim blaming still is in our culture and how necessary it is to raise awareness and talk about it in order to dismantle it, and prevent victims of violence from being burdened with the stigma of ‘victim blaming’.
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Marketing Director Fenisia Cilli

Head of Communications Alessandro Battaini

Social Manager Giulia Bardon

Communications Manager Greta Del Popolo

PR Antonella Del Priore

PR Benedetta Favalli

Social Manager Arianna Radaelli

Social Manager Giulia Berti


Head of Content Felice Arborea

Head of Client Services Alessia Felicetti

Client Approval Maddalena Meneghetti

Account Manager Marica Dellerba

Account Executive Alessia Silvetti

Strategy Director Alessandro Aino

Strategist Martina Marandola

Strategist Claudio Mattiello

Social Manager Chiara Cazzaniga

Social Manager Sara Mattia

Social Manager Mattia Turati

Head of Production Francesco Menichini

Production Partner Paolo Savini


Motion Designer Manuel De Filippis

Head of Production Tommaso Marucchi

1st AD Valeria Viganò

2nd AC Simone Bani

Gaffer Nicola Ciovati

2nd AD Lorenzo Gardinali

Grip Massimiliano Esposito

Grip Francesco Caffa

Designer Isotta Santus

Stylist Giada Pezzolo

Hair Stylist Camilla Oldani

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