Fondazione Rui
Turning real students into journeys of discovery
Fondazione Rui is a non-profit organization that has been shaping student lives and perspectives since 1959. More than university residences, RUI creates communities where students find not only a place to stay — but a place to grow.
What we did
Concept
Screen writing
Direction
Script
Video
RUI. For students who want to leave a mark.
The project aimed to tell the story of RUI’s educational mission: growing people who love what they do, and love the world they live in. Not just through words, but through the everyday moments that make the journey meaningful.
Here, life is real. Friendships are real. Challenges are real. And so is the hope of becoming something more. The film positioned RUI as more than accommodation — a home away from home, where university life becomes a journey of personal, cultural, and professional discovery.
Director
Massimo Casini
Assistant director
Federico Zotti
Concept and script
Massimo Casini
Saschia Masini
Producer
Rachele Gatti
Camera Operator, Editor and Colorist
Federico Zotti
Starring
The lovely girls and boys from Fondazione Rui
No actors were harmed in the making of this video :-)
Only real students. Real places. Real experiences.
The storytelling language was equally simple: direct, authentic, and intimate — as if one student were speaking to another.
We built a narrative that captured shared moments, intellectual curiosity, and the power of mutual encouragement. The production was rooted in authenticity, using real locations to create an aspirational yet truthful atmosphere, and featuring students as themselves — bringing natural energy, pride, and emotional connection to the story.
