Clients: Ten Tales / Gal Carso

Creative direction: Massimiliano Milic

DOP: Fulvio Enrico Bullo

Copywriting: Enrico Maria Milic

Editor: Giulio Ainzara

Gaffer: Alessandro Marchetti


TenTales is a start-up of Area Science Park, born with the aim of becoming an advertising agency that promotes medium-small territorial tourist realities, from private ones to public authorities and consortia.


TenTales requested to develop and create a video format to offer and sell to their future customers to integrate with the other services which they will offer. The start-up has thus identified for us two companies that reflect the characteristics of their customers.


In the first phase of the creation of the format, that of development, we analyzed various advertising campaigns and promotional videos that took into consideration a type of sustainable tourism, the so-called slow tourism in Italian or "eco-tourism" in English.

Most of these videos focus on the stories of the inhabitants who populate the places of the promoted tourist resorts. In the stories of these inhabitants we almost never find a direct "call to action" where the narrator/protagonist invites you to visit these places or have a specific tourist experience. In fact, there is no invitation to purchase directly, for example through the phrases "come here and you will have fun with us" or "here you will eat genuine dishes with us" accompanied by video captions relating to the tourist experience. Rather, the single video is a piece that composes an entire puzzle made up of a series of (video) stories. These videos offer you an insight into the everyday life of these people. Furthermore, through their stories we explore the places and get to know the culture of these people from an intimate perspective directly linked to their personal life.

Subsequently, we focused on the visual/aesthetic side of the video format. We decided to process the videos in a 4:3 format in the Super 8 camera style suggesting what it would like a family vacation. We chose to use natural light instead of artificial light allowing the story more truthful and natural as if the story being told were real and not created ad hoc by an advertising team. The camera is fixed two-dimensional with shoulder shooting (with reduced use of the gimbal) to suggest the idea of living the experience there with the protagonists of our story. The colors of the video are warm and bright as in Wes Anderson's films, thus giving us a sense of intimacy and closeness to the story told by the protagonists.

In the second phase of creating the format, we put into practice everything that was thought of in the development phase. Ten Tales chose two customers to realize the ideas we presented to them: Lokanda Devetak, a well-known family-run restaurant in Friuli-Venezia-Giulia which obtained the Green Michelin Star in 2022; the second customer or client is the Beethoven museum, a private collection dedicated to Beethoven located in Muggia, Italy.

We have collected a number of anecdotes from both of these clients. Among these anecdotes we have chosen the most interesting stories to script and make on video: those true and genuine stories through the words of the protagonists themselves in interviews. The protagonists sell and promote these companies without a clear and explicit "call to action".

In the case of Lokanda Devetak, the family that runs the restaurant tells us their story, the ancient family recipes and what was the most iconic moment of their restaurant born in 1870. All this allows Lokanda Devetak to engage an audience that shares with them a system of values and a common a worldview through a kind of genuine gossip about the family. This approach has also been applied to the Beethovenian Museum whose owners are the Carrino spouses, great fans of the famous Austrian composer. Here husband and wife tell the public about themselves and how they opened the museum by collecting several thousand pieces dedicated to Beethoven over the last thirty years.