Italian Ministry of Culture launches 'Felicità' campaign promoting museums and the Musei Italiani app

The Italian Ministry of Culture has rolled out the "Felicità" campaign, a five‑minute video that showcases more than 40 state museums and promotes the free Musei Italiani mobile app. Directed by Luca Finotti, the spot blends digital art, VFX and real‑life footage of visitors, including paralympic athlete Niccolò Pirosu, to underline cultural accessibility and inclusion. Art director Paola Manfrin and a team of international creatives, such as AI artist Vlady Dupuy, contributed to a lively, cinematic narrative that moves away from traditional institutional messaging.

The campaign aims to make museum experiences feel open and lively for all ages and abilities, encouraging users to download the app and explore Italian cultural heritage without barriers.