ADE – Apulia Digital Experience Apulia Film House

Rai and Apulia Film Commission, on successful first edition. The new frontiers of the digital world, including artificial intelligence, metaverses, gaming universes, cinema and audiovisual realms, take center of the stage during the three-day event

Apulia Digital Experience (ADE), the first international conference dedicated to digital innovation in the creative industries, held in Bari from November 10-12 at the Apulia Film House, was received with great interest and participation from industry professionals.

The conference of more than twenty panels, organized by Apulia Film Commission and Rai Com, funded by the Puglia Region and promoted by Rai with artistic direction by Roberto Genovesi, featured experts of the sector, professionals, and italian talents on stage, along with international speakers from various countries, including Brazil, Poland, Great Britain, Switzerland.

Among the topics discussed, the evolution of storytelling in the metaverse and the prospects for experimentation and growth for the Italian and international business; the increasingly close connection between culture and video games and their use in education, analyzed during the focus on Video Games and High Culture, as well as how immersive content and the perspectives that the digital world holds for the art and audiovisual industry.

Satisfaction of the successful first event is expressed by the leadership of Apulia Film Commission and Rai Com. “Collaborating with Rai on this new project, decidedly focused on digital and the new generations, says Antonio Parente, director of AFC, further strengthens the synergy between Apulia Film Commission and the public broadcasting service. ADE, initiated from the Southern part of Italy, represents an important signal in the context of the digital revolution that is impacting the entire world of media.”  For Claudia Mazzola, president of Rai Com, “Rai and Rai Com, together with Apulia Film Commission and the Puglia Region, are at the forefront to enable a national and international discussion regarding the audiovisual market. ADE is a precious opportunity to reflect on the scenarios of new opportunities provided by digital technologies and productions.”

On the concluding day of ADE, after the world premiere of the film Kid Santa, produced by Minerva Pictures and directed by Francesco Cinquemani, the best project of the contest “Raccontare la Puglia con l’intelligenza artificiale” competition was awarded to “Apul.ia” by Alice Ecossi, Giorgia Guidi, and Roberto Scirocchi.

During the event, animation producer Rainbow launched in a world premiere the Winx Club Avatar Creator app.

The Digital Licensing Excellence Awards, the world’s first recognition dedicated to digital licensing, conceived by Licensing International and Licensing Italia to highlight new developments of brands in digital spaces were attributed to: winners included CoComelon (Best Digital Property), Mash&Co (Best App & Game), Zaira (Best Digital Influencer), CoComelon & Smyths Exclusive Content Initiative (Best Digital Retail Experience), and Corto Maltese (Best Metaverse Brand Extension).

Two special mentions were awarded to Meta Khaby and Metagiro – Il metaverso del Giro d’Italia.