The music video for Ma non tutta la vita marks the return of Ricchi e Poveri to the Sanremo Festival competition after decades away. This historic group, one of the most iconic in Italian music since the 1960s, left an indelible mark with hits like Che sarà and Mamma Maria. After more than 50 years of career, the duo, Angela Brambati and Angelo Sotgiu, decided to reimagine themselves through an ironic and postmodern approach, in line with contemporary culture influenced by the internet.

In the video, we created a journey through the decades that shaped their career. The two protagonists are reinserted into iconic pop culture moments, portraying figures like Queen, Celentano, Drake, and even Aqua. This playful series of references celebrates the evolution of their image while maintaining a humorous and self-aware tone. The visual approach perfectly complements the track, blending pop and dance elements in a mix of past and future.

Concept & Creative Direction: Filippo Rossi
Visual Art Director and Illustrator: Selene Sanua
Lead Motion Designer: Lorenzo Maffei
DOP:: Marcello Orlando
Artist Coordinator: Walter Ferrari
Motion Designer: Saul Garofalo, Jolanda Fiarè
Producer: Luca Belli
Shooting Producer: Bianca Tabaton
Camera: Alessandro Tempestini
Location: Santa Veronica Studio