BEHIND THE FRAME | From Hamlet to Neon Lights


From Hamlet
to Neon Lights

What happens when Shakespeare's most famous line meets a skull-shaped perfume bottle?

A client asked me to take 'To be or not to be?' and gave it a Gen Z makeover for POLICE.

Pretentious? Maybe. Blasphemy? Possibly both.

In a world that forces us to choose between being authentic and being accepted, we chose to question the question itself.

From existential doubt to empowered choice. The eternal question becomes 'WHO to be?' From Hamlet's castle to neon lights.

The challenge? Making it work. Together with Jumpp Films and a team who believed in the vision, we built everything from scratch - scenography that plays with identity through reflections, casting that balanced looks with genuine interpretation, and pacing that could carry this message into the social media age.

Sorry, Shakespeare. I promise I meant well.

Produced by Jumpp Films

Agency: Change Design

Creative Director: Renato Montagner
Executive Producer: Alessandro Molinaro

Production Manager: Alessandro Salerno

Producer: Angela Correra
DOP: Xu Ruichi

1AC: Jonas Ongaro

Scenography: Caterina Pomante

Costumes: Elena Monti

MUA: Claudia Loi
Editor: Giulio Molin
Post Production: EEZEE
Color Grading: Diego La Rosa


BEHIND THE FRAME is a monthly newsletter that focuses on aspects

at the intersection of cinema, advertising and communication seen through the lens

of my experience and approach as a director.


Marco Mucig | Director
www.marcomucig.com
+39 333 2932950

Unsubscribe

Hi, I’m a creator

Read more from Hi, I’m a creator

A counter-guide to leadership Carlo Cresto-Dina is one of the most important producers in Italian cinema. I met him in Turin for a conversation for the column I curate for Perimetro, exploring independent and auteur cinema. In 2009 he founded Tempesta, the production company through which he built one of the most recognizable catalogues in European auteur cinema. He has produced all of Alice Rohrwacher's films, from Corpo Celeste to Le meraviglie, from Happy as Lazzaro to La Chimera. This...

Making films is an act of faith Hello Reader,last January 2025 I was in Trieste for When East Meets West, one of the most important co-production forums in Europe. There I met Andrea Magnani of Pilgrim Film, and from that informal conversation a collaboration was born. I had a story in mind for a short film and turned it into a screenplay: a father and a daughter, the same summer road trip every year to Friuli. A distraction at the gas station, petrol instead of diesel, and they find...

Five unconventional people around Seattle Ciao Reader, in March I woke up at 5:00 in the morning for ten days straight. Every time in a different place in the Pacific Northwest. It was one of the most beautiful trips I've ever taken. After Japan, the new Fay Archive campaign brought me to Seattle, the San Juan Islands, Orcas Island, and Oregon, to tell the stories of five people living in radical ways. That area has a soft, diffused light, almost suspended. The sky changes constantly: low...