Beretta USA announced on Thursday, November 27, 2014, the release of “Human Technology,” an artistic short film detailing the production of the company’s premium guns—from the raw-material stage to the finished product. It takes the viewer on a tour of the variety of robotic technologies and traditional skills involved in the manufacture of the Beretta premium line, using sights, sounds and mood to best convey the vast amount of know-how that goes into each gun. Available on Beretta’s website- the short film comes from the renowned Ancarani art-movie studio and features a specially-composed soundtrack by Bartolomeo Sailer.
“Parts of it look like science fiction, but it’s all real,” says Ryan Muety, Vice President of Marketing at Beretta USA. “We wanted to capture a sense of what lies both above and below the surface of our premium guns, and share this powerful experience with viewers. They will be surprised at the extent of technological innovation that underlies the artistry of our guns, with processes that are so new and exact that they are rarely encountered in any other industry. Of course, there is also the human element. The viewer is brought close to actual Beretta premium-gun artisans, with their expressiveness and the movements of their hands telling a story of tradition and passion going back centuries. The video conveys all these ideas very effectively and gives a nearly-tangible feel of how the classical beauty of our premium guns is the perfect match for their mechanical excellence.”
Beginning with the raw materials of a standing tree and molten steel, the movie flows through the Beretta factory where the rhythmic pulsation of the latest machinery in space-age environments harmonize with the muted sounds of artisan hand-work in a quintessentially-Italian shop. Thanks also to the highly-evocative soundtrack, the story proceeds seamlessly through futuristic production stages and patient hand-work, up to when the Beretta Master Gunsmith performs a final inspection on the gun. “The climax of the video comes next,” adds Muety, “which the viewers will have to experience for themselves to fully appreciate the sense of pride that both Beretta and premium gun owners feel.”
“Human Technology” will be premiered in the United States during at an invitation-only event in New York City, on December 10.
Beretta, established in 1526, is the oldest industrial dynasty in the world tracing its roots through 16 generations of continuous family ownership. Firearms bearing the Beretta name have been sold for almost 500 years. Beretta USA Corp. was founded in 1977 and supplies the standard sidearm to the U.S. Armed Forces – The Beretta M9. Today, Beretta manufactures, distributes and markets a complete line of firearms, accessories and apparel. Beretta also owns and operates six retail Beretta Gallery stores worldwide. For additional information, visit http://www.Beretta.com.