The Future of Storytelling and the Artists Behind It with Giacomo Vigliar of UNIT9
Everything in our lives is a story. Our experiences are simply us writing our own stories. The commercials, the films, even the games we play; these are opportunities for us to become captivated by the stories of others. It’s all rooted in an emotional journey that is within the core of each and every person, an emotional touchstone that global production company UNIT9 is leading. Actively working with artists and technology to transform the way that we interact with each other and the world, UNIT9 has become recognized throughout the industry as a proactive agent for what our future will be. While that might sound lofty, one need only look to this company’s projects such as Nike Air Max Day (Paris), King Candy Crush (NYC), the Spotify: Worlds 2021 Anthem Experience, Porsche: Soul Electrified, and countless others to be convinced that UNIT9 is committed to a complete reboot of how brands will reach the public. Simply put, now is the best time ever to feel wonderment. UNIT9 LA branch executive producer Giacomo Vigliar is renowned for his work on projects which have earned Cannes Lions, Campaign Tech Awards, Berlin MVAs, UK MVAs, Creative Circle Awards, and a plethora of others. According to Mr. Vigliar, from film to advertising to commercials to AR immersive experiences and more, it’s about storytelling. In addition to his many duties as an executive producer at UNIT9, Giacomo is particularly adept at recognizing talented minds who push the boundaries of creativity on various platforms. This is the engine which has driven UNIT9 to lead the industry and the art of storytelling in its most advanced form.
In the same way that UNIT9 has removed the traditional borders which confine the art of storytelling and the typical means of communication, they have applied this same template to the opportunities their directors have to work across different production verticals, whether it’s purely films, digital, experiential, or a mix of all of them. A prime example of this is UNIT9’s ASICS: Eternal Run project in collaboration with Edelman Deportivo. To demonstrate how the latest ASICS shoe and it’s GUIDESOLE work, athletes from all over the world were invited to participate in a unique race without a finish line, pitting them against themselves rather than each other. UNIT9’s London, Los Angeles, and Poland offices combined forces to design, engineer, host, and capture this one-of-a-kind event, working tirelessly from start to finish. Giacomo notes, “While we had Sean Pruen creative direct the full event and campaign, we also brought directing due ZCDC into the mix to film a beautiful short documentary to capture it all. All teams working together and having insight into the work that goes into digital, experiential, and film across the board.” The ASICS: Eternal Run project went on to win the Entertainment Grand Prix at the 2021 Cannes Lions, a testament to the industry’s interest in work that breaks the barriers of traditional advertising.
Mr. Vigliar has long been involved with the discovery and acknowledgement of new directors through organizations like the Shiny Awards, for which he has served as a judge for years. Seeking diversity in both work and perspective is integral to the Shiny ethos and it is equally valued by Giacomo in his role with UNIT9. He relates, “UNIT9 has always been a proponent of emerging talent, which applies to our creative teams but also to our production team working behind the scenes. As such, everyone has always been encouraged to help young creatives find a platform and be given a chance. A passion for storytelling always seems to be a key ingredient across all platforms, but drive is also essential. We can provide a framework for the talent to work in but it’s really in their hands to push through it and shine. I’m always in awe of the ideas that get generated as part of our treatments, although it’s always interesting to have to figure out how to execute them behind the scenes.” Vigliar continues, “Keeping diversity in mind is also essential, we need to make the effort in order to bring change. It’s easy to get trapped in needing to check the boxes for traditional advertising but here at UNIT9, I’m always reminded to think outside of that. When our Creative Partner Michelle Craig spotted director Matthew Puccini, he had a series of incredibly successful short films under his belt. His Oscar qualifying short films had been screened at SXSW and Sundance, earning him a Vimeo Staff Pick in addition to being listed as one of Indiewire’s ‘25 LGBTQ Filmmakers on the Rise.’ Despite this success, shifting into the commercial space always requires a push to show brands/agencies how that can translate into advertising. While we may see it, it’s important to help the director translate that vision onto our clients too. Since then, Matthew’s working on multiple campaigns for international brands such as Pantene and Mastercard.”
Artists need the proper environment to evolve. Support, challenges, and opportunities are all vital components. Validation of the art is found in the creator rather than in “approved” mediums. UNIT9 is reinventing and redefining the canvas upon which directors display their wares. Giacomo reinforces, “At the end of the day, it all goes back to storytelling. It’s exciting for the director but also for the production team to work on new ways to bring stories to life.”
Writer : Calvin Honey
