Gangster. Mafia. Rap. Violence. No, this is not a campaign for a new videogame. This is a film from an unexepcted client: the Italian Catholic Church. Sex scandals and the crimes of pedophilia have seriously damaged the image of priests in Italy. CEI, the Italian Bishops’ Conference, wanted us to do something. And we did, creating this film from a simple idea: for a priest who has done something wrong, there are a thousand of others who are socially committed. We wanted to make it known and we made a documentary shot in Naples, a city which has sadly became synonymous of degradation in Italy. We promoted the movie through the traditional cinema circuits, without disclosing that it was about priests. We wanted to avoid the immediate rejection of those who have prejudices against them and we tried instead to attract them, by communicating the stories of the movie like cinema classics: westerns, war, romantic and fantasy. The day of the on line we put users in front of a surprise because the title was changed: “This is not a movie. This is the truth”. This title completed the message and the real content of the film was finally revealed.