April 2024
The video “Cama Dance Machine” by Cama Group was selected by Premio Film Impresa (the initiative conceived and created by Uninindustria through the Gruppo Tecnico Cultura, Turismo e Grandi Eventi, with the support of Confindustria, whose objective is to enhance and communicate the values of the companies and its workers ) in the category II&S – Rhythm, light and perception.

“Cama Dance Machine” is a video project commissioned by Cama Group to Creeo Studio, a communication agency from Lecco for the Interpack fair in Düsseldorf, an international reference event in the packaging machinery and products sector.
The idea was born within the walls of Creeo Studio on the basis of an old Cama Group advertisement which had as its protagonist a man in a yoga position, painted using the body painting technique.
The decorated skin recalled the appearance of a robot and so the creative director of the project thought of transforming the man into a 3D modeled robot, in order to tell the relationship between human being and artificial machine through dance.

The relationship between man and machine has always been a key point in the world of automation. Reducing machine stops, limiting human errors to the minimum possible, predicting the possibility of structural and component damage and remote assistance are four elements that have an absolute impact on performance. We therefore tried to translate this two-way relationship between human and artificial being into a relationship of mutual trust and knowledge.

The parallel that was most appropriate to sublimate it was with classical dance.
In ballet, the relationship between male and female dancer is based on two fundamental themes: trust and mutual knowledge. Precisely for this reason, representing the dancer as a machine that imitates, understands and understands the human, the dancer, seemed the optimal way to explain the concepts of machine learning and human-machine affinity. Thus, during the video, the robot first imitates, then understands, then leads the dance together with the dancer.
“Cama constantly invests in Innovation and Technology not only on its own products (robots and packaging lines), but also in entrepreneurial projects linked to the world of movie and art. We are in fact convinced that the contamination between the world of movies and companies, together with technology, social responsibility and sustainability, can best tell our business stories” highlights Annalisa Bellante, Vice President of Cama Group.