"Be Brave," a documentary chronicling the rise of Renzo Rosso, founder of the fashion brand Diesel, premiered at the Venice Film Festival on Thursday, September 10, 2026, becoming one of the first artificial intelligence-assisted productions to test the technology's place in commercial cinema.
Directed by Francesco Carrozzini, the film combines real interviews and archival footage with AI-generated video so convincing that viewers will likely struggle to tell which sequences are not real.
The Venice Film Festival, founded in 1932, is the world's oldest film festival and awards the Golden Lion to its top prize winner each year.
Concern over AI's impact on creativity and jobs in the entertainment industry has been a central topic at this year's edition, with several filmmakers and actors, including George Clooney, warning about the risks posed by the fast-evolving technology.
Lorenzo Mieli, the producer of "Be Brave" and an Italian producer whose company has made television series including "The Young Pope," acknowledged those concerns but said the industry needs to engage with AI rather than reject it outright.
From a Small Jeans Label to a Global Brand
Rosso grew up in rural northeastern Italy and went on to transform Diesel, which he founded in 1978, from a small jeans company into one of the world's most recognized fashion brands, building a reputation as an entrepreneur who thrived on innovation and risk-taking. He later founded OTB, the group that also owns the fashion labels Maison Margiela and Marni.
Rosso said he had lived a pretty wild life and had done incredible things, but that he was not interested in making a film about his own life or in telling everyone how amazing or cool he is.
Describing himself as a technology enthusiast, he said he agreed to take part in the documentary once he learned that the production would make use of AI.
Recreating a Childhood That Was Never Filmed
The film recreates periods of Rosso's life for which no video record exists, including scenes from his childhood.
Rosso said there was no footage of him as a young boy, and that seeing himself as a child speaking on screen brought tears to his eyes.
Carrozzini, an Italian director who previously made a documentary about his mother, Franca Sozzani, the former editor of Vogue Italia, said AI was used throughout the documentary, including in scenes where an older version of Rosso appeared to be present in the flesh. He said that not a single frame of Renzo was actually filmed for the documentary.
Real Interviews Against Altered Backdrops
By contrast, interviews with figures such as the fashion editor Anna Wintour, the longtime editor of Vogue, and the designer John Galliano, known for his work at Christian Dior and Maison Margiela, are genuine recorded conversations, shown against stylized or retouched backdrops.
Rosso rejected the idea that technology will replace designers and artists in the future. He said creativity is not replaced by machines and that human beings remain fundamental.
Screening Out of Competition
"Be Brave" is showing out of competition at the Venice Film Festival, which closes on Saturday, September 12.
