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Livia Firth
MICHELLE COOPER 27 August 2010
Livia Firth is the creative director of Eco Age, a new retail concept that offers inspiration, ideas and specific solutions for all those who want to lead a greener and more energy efficient life. She is also a director of BRIGHTWIDE.COM - an online film festival that streams social and political cinema worldwide.
Livia was born in Rome in 1969 and lived there until 1995 when she met husband, Colin Firth.
She studied a Doctorate in Humanities at Universita' di Studi La Sapienza, Rome, specialising in Film and Theatre.
In 1990 she began working for producer Fernando Ghia for five years. "He offered me a job and I started by making the tea. Working with him is a very creative process and, at the same, requires high organisational skills which apparently I am very good at."
Firth then started producing her own documentaries in 1998 - the first being Guiseppe Tornatore, A Dream Dreamt in Sicily directed by Marc Evans. It debuted at the Venice Film Festival in 2000.
Her feature documentary, In Prison My Whole Life, was selected to show at Sundance Festival 2007.
In 2007, she decided to create a platform where people could watch social and political movies. "Visual advocacy is very powerful and there are millions of wonderful movies around the world which do not get distributed traditionally as they are not commercial enough, but there is a big audience for them."
Livia set up with Eco Age with her brother, Nicola Giuggioli - both have always been "socially responsible". She admits the driving force was Nicola's passion "and the fact that nothing like Eco Age existed in the world and that the current times were right to focus on a sustainable business. There are no excuses now not to lead a more sustainable life style."
She is an active member of several non-profit organizations and regularly collaborates with The Refugee Council and Oxfam.
Firth's career highlights include receiving a standing ovation for her film In Prison My Whole Life. She also counts doing the Green Carpet Challenge for VOGUE.COM as a proud moment, as well as seeing Eco Age win the EMA and Green Awards in Toronto in 2010.
She lives in West London with her husband, Colin Firth, and has turned London into a mini Rome. "I know every shop owner. I think I have recreated a bit of my old life from Rome," she says.
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