Luce 5.0, Keynesia

Advertising, Commercials, 2025


Bright ideas! An animated journey through innovation and sustainability

Keynesia, the eco-tech point of contact in Italy specializing in tax relief for companies, renewable energies and artificial intelligence, commissioned Maga Animation Studio to create the “Luce 5.0” CG animated commercial. The commercial follows the evolution of the Italian industry over time through the story of two factory workers, who fall in love and become sustainable entrepreneurs. Light is the commercial’s guiding star, shaping the transitions between scenes and taking the characters and the audience on a temporal voyage from a bleak, outdated past to a radiant, sustainable future.
The journey begins in the 1920s, inside a dimly lit factory that is low on pollution but also low on efficiency. As the lights gradually brighten, the scene transitions to the 1970s, where industry becomes more efficient but at a high environmental cost and where the two workers, now a couple, continue their journey.
The narrative then shifts to a vibrant, modern-day factory, transformed into a technological ecosystem with solar panels, trees and flowering bushes, thanks to the green revolution offered by Keynesia with the contribution of Transizione 5.0.

These Italian fiscal incentives enable businesses to purchase new innovative machines with low energy consumption and install photovoltaic systems on their roofs and lands.
The former workers, now confident entrepreneurs, stand proudly with their daughter, symbolizing the bright and sustainable future they have created. The voiceover highlights the benefits of Keynesia's solutions and concludes with a call to action, inviting viewers to contact Keynesia for more information.
Maga’s team took charge of the project from storyboard to editing, covering every essential stage including animatic, character and environment design, modeling, rigging, animation, lighting and compositing.
Keynesia's team completed the final edit, audio and video post-production, and motion graphics titles, while also being responsible for the concept and artistic direction.
The commercial aired on major national Italian TV channels.


TAGS

AdvertisingCGICommercialsshort film
MAIN CREDITS

Client
Keynesia
Date
2024
Work type
CG animated commercial

KEYNESIA
Project Management and Art Direction
Davide Incorvaia
Erika Musso
Soundtrack
Samuele Puppo

PRODUCTION
Executive Producer
Massimo Carrier Ragazzi
Production Manager
Angela Pollone
Head of Studio
Massimo Gentili

DIRECTION, STORYBOARD, CONCEPT ART
Teresa Bandini

CG PRODUCTION, TECHNOLOGY
CG Modeling, Texture, Shaders
Alfonso Coppola (main characters)
Giacomo Colivicchi (lead environment artist)
Cristian Sica (modeler)
Nicola Toffoletto (set dress assistant)
Characters Rigging
Lucio Silla (supervisor)
Rebecca Maslowsky

ANIMATION
Layout and Animation
Claudia Arcangeli
Elisabetta Silva
Stefano Trivero

LIGHTING, RENDERING, COMPOSITING
Michele Molluso (supervisor)
Alfonso Coppola (lead comp)

VFX
Nicola Danese

ADMINISTRATION AND FINANCE
Raffaella Calvino Prina (CFO)
Laura Crotti
Elisabetta Stoppa
Tiziana Coltro

IT DEPARTMENT
Alessandro Pennati

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  • Luce 5.0, Keynesia
  • Luce 5.0, Keynesia
  • Luce 5.0, Keynesia
  • Luce 5.0, Keynesia
  • Luce 5.0, Keynesia
  • The protagonists

    She


    A dedicated factory worker who evolves into a sustainable entrepreneur.
    She
  • The protagonists

    He


    An efficient worker who transforms into a confident green business owner.
    He
  • The protagonists

    Their daughter


    A proud girl, symbolizing the bright, sustainable future created by her parents.
    Their daughter