November 2025 — Recognition for AI-driven storytelling in the Health Innovation category
The award
Memor.IA has been awarded Silver in the Health – Innovation category at the ADCI Awards (Art Directors Club Italiano), one of Italy’s most prestigious creative recognitions.
The project
Created for Pulsee Energy in collaboration with Milano Pride, **Memor.IA uses AI to transform lived experiences of discrimination into “alternative memories” — visions of what could have been in a more inclusive world. A project where technology becomes a tool for empathy, giving voice to stories that are often left untold.
Mondo Novo’s contribution
We crafted the story of Simone: a concert he never experienced because of inaccessible public transportation. Listening to his testimony, we imagined an alternative ending — using AI to bring it to life in our signature style, surreal and poetic, with a touch of irony. A dreamlike narrative where frustration meets imagination, and a simple tram ride becomes a plot twist on his own story.
The partnership
Carlo De Togni and Julien Lahmi first connected through Mashup Cinema, where Lahmi selected Mondo Novo’s The Dawn of Creation for the program. That creative dialogue has now evolved into a production partnership: Mondo Novo joins as production partner for the series development and workflow organization.
The team
Memor.IA was produced for Pulsee Luce e Gas with GB22 and Indiana Production, alongside a team of AI filmmakers including Guido Callegari, Frankie Caradonna, Paola Rocchetti, and Francesco Siro Brigiano.