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Food & Drink / Insights
Jun 6 - 2023
Reading time: 1'

Feast for thought

My two cents. An editorial by Giacomo Frigerio.

Food is often the topic of conversation, probably too often. Especially where I was born. In Italy, food is a religious matter. Something that brings people together, but also divides them.

Think about salame… if you travel 10 kilometers in any direction, salame is made differently. Take, for instance, the area where Blossom is located: here we have Brianza salame. Just 15 km away, you’ll find traditional Milanese salame, and in Bergamo, another 20 km further on, they produce a softer salame with different techniques (I still remember my grandfather, Agostino, and his friends gathering in a small town in the province of Bergamo to make salame together – a moment of celebration, community, storytelling, and brotherhood). If you visit Crema, you’ll discover other types of salami (plural of salame) with different shapes, then comes Piacenza-style salame. From there, you enter the land of Felino, then Parma, and so on. In short, by the time you reach Reggio Calabria, you’ll have come across hundreds of different types of salami.

This is reflective of our small country and its many unique culinary traditions. And it’s precisely this uniqueness and diversity that provides daily inspiration for people like us, those who never settle for the ho-hum, for “normality,” for the ordinary.

Food is innovation and sharing

We are a communication agency with a chef and a kitchen. Back when we started and there were only five of us, we made pasta and ate lunch together. Now there are many of us. Our chef Paola cooks incredible things every day to help us balance the energy we need to perform at our best.

Because food is not just pleasure, it’s also vitality, culture, life. An essential part of our day-to-day and work, it fuels us. We have clients in this world, from small producers of high-quality products to big brands seeking to revolutionize the market. For those who come to our Blossom headquarters north of Milan, there’s always a bite of something to welcome them. An inviting aroma that makes them feel at home, like when mom used to cook up a meal for our friends.

In this issue of Snap, we blend our love of food with our desire to learn, discover, and seek new ideas, sharing stories of people in the industry who have inspired us and whom we respect.

Happy reading, and buon appetito.

Manufacturing
Jun 11 - 2024
Reading time: 1'

With Prometeon into a new era: the launch video of Serie 02

An impactful video to present the first range of fully branded Prometeon tires.

The launch of Serie 02 was a key moment. It is the first-ever Prometeon-branded industrial tire range; designed, produced, and tested to meet performance and durability needs in every usage context.

For this occasion, we created a launch video with the tagline Unlock a New Era, announcing the arrival of this significant innovation that projects every journey into the future of transportation. In a post-industrial space, a man enters and opens a container revealing the first Prometeon-branded tire. 3D animations highlight its components and technology.

The video was presented in Egypt during the event celebrating Prometeon’s thirtieth anniversary of the Alexandria factory, attended by representatives from global branches and major suppliers.

We are proud to enter this new era alongside Prometeon. Let’s keep rolling together.

Watch the video.

Education & Research
Jun 5 - 2024
Reading time: 4'

Mindset shift. Why change is powerful.

How do we face times of great transformation? At Blossom, we started with knowledge.

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It is said that to invent the light bulb, Thomas Alva Edison conducted thousands of experiments, using hundreds of plant fibers, and testing solutions for over 18 months. For this reason, Edison has been attributed with quotes like:

I have not failed. I’ve just found 10,000 ways that won’t work.

True or not, this quote holds great appeal in these times of technological transformation. Edison was able to innovate because he could adopt a new mental approach each time.

But, how easy is it to change our mindset when faced with new developments today?

If you don’t change your mind, you change nothing

A survey we recently conducted at Blossom revealed an extremely interesting fact: after a year of continuous training on the use of generative AI, 42% of participants reported changing their minds on this topic.

While it is true that the majority remained in their positions, a significant portion of the course participants admitted to shifting from a more skeptical approach to a more enthusiastic one.

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A Form Of Intelligence

The fact that the mindset change occurred in a positive or negative direction is not as relevant. What is interesting is that training, and therefore knowledge, has been the main factor of transformation.

It demonstrates that knowledge allows us to overcome prejudices; that “knowing” remains the first step to forming an opinion, even in these frenetic times; and that understanding helps us see the limits and potential of a change, even when it is still ongoing.

More Sharing, More Awareness

Along with knowledge, interaction has certainly played a fundamental role in the ability to view new developments with a fresh perspective.

The training within Blossom was conducted largely in the form of Communities of Practice, or “safe spaces” where people can learn together, putting into practice or deepening the theoretical notions acquired in exchange for constructive feedback, either among peers or with professionals.

In the survey, submitted to all participants of Blossom’s Communities of Practice, comments and considerations on the limits, risks, and opportunities of AI emerged, demonstrating an increasing awareness and an ability to keep up with the evolutions of AI itself.

“It’s always necessary to check the results, because mistakes are always possible.”

“AI has made routine operations faster and simpler.”

“I’ve sped up lengthy processes, even when it comes to creative processes (like brainstorming).”

“Sometimes I’m tempted to take the results at face value without applying critical thinking.”

It can WOOOORK!

Change, including a mindset shift within organizations, is a difficult but possible transformation. Of course, it needs to be accompanied and guided.

And if it’s true that the “light bulb” of AI is still quite imperfect, at Blossom we have learned that to get closer and closer to true innovation, we must never stop testing and trying. In other words… to be restless!

Automotive / News
Jun 3 - 2024
Reading time: 1'

Legends ride on: new launch video for Ducati

Our historic collaboration with Ducati continues, with the video launch of Monster Senna.

The legacy of a great champion and the timeless appeal of the Monster. For the launch of the new Ducati Monster Senna, we designed and produced a video full of energy and racing spirit, a tribute to the indomitable, legendary spirit of Ayrton Senna and the most iconic naked bike.

Not the usual nostalgic and solemn tribute, but an intense celebration, in an exhilarating and sensory atmosphere, aimed at restoring sensations of speed, intensity and triumph. In the video, a dynamic sequence of historical photographs and vivid sounds, with a script that enhances the character and extraordinary performance of the two icons, and a high-impact and meaningful color treatment. In fact, we chose an all-black set-up to impart a sense of elegance, ideal for a limited edition motorcycle, and to enhance its beauty details. In addition, we included yellow gradients, inspired by the color of the Brazilian racer’s iconic helmet.

A powerful and distinctive concept and visual identity, with a tagline – ‘Legends ride on‘ – inextricably linking the great rider and his passion for the Monster.

Utilities / News
May 16 - 2024
Reading time: 1'

How to make a convention engaging: our concept-event for Illumia

From Giacomo Poretti to Nicola Laurora: a plenary with special guests and immersive experiences inspired by new brand values.

This 2024 was a special edition of Give&Go – Illumia’s annual meeting dedicated to reflecting on corporate milestones and launching new goals. A time to celebrate the one million customers achieved, reveal the new brand values (the first piece of the ongoing rebranding), and inspire collaborators and employees to face the future with a positive attitude. For this, we worked in synergy with Illumia to create an event that could make everyone feel part of this change.
Speed, courage, beauty, trust, knowledge, gratuitousness: we presented Illumia’s six new values as six drivers for change; six useful tools for every employee to face future challenges with the right mindset.

Based on these, we designed and built several experiences that combined history, sports, and street art, with some special guests: Francesco Seveso (boxing coach and sports psychologist of a very young Charles Leclerc), medievalist historian Federico Canaccini, illustrator Nicola “Nico189” Laurora (who painted a mural, directly involving employees in its creation), and actor Giacomo Poretti, who closed the convention with his own monologue and interview.

In addition to the concept-event, we also produced all communication materials: audio content, video, graphics and gadgets.

We have been Illumia’s communication consultants for nine years: we are proud to also accompany the company in its ongoing evolution, and to have contributed to making this significant plenary a memorable, engaging and innovative experience.

Innovation / News
Mar 29 - 2024
Reading time: 1'

Blossom on Radio24‘s Microphones

Our Chief AI Officer, Mauro Arena, talks about innovation on Anna Marino’s podcast ‘The Jobs of Tomorrow’

In the ever-expanding universe of artificial intelligence, standing out means more than riding the wave of the latest trends. It means actively shaping trends into a system that continuously evolves, ready to be shared with our brand partners. With this mindset, our Chief AI Officer, Mauro Arena, had the privilege of being featured on the Radio24 podcast “The Jobs of Tomorrow,” hosted by journalist Anna Marino.

The main topic of conversation centers on Mauro’s professional journey at Blossom, where he evolved from Digital Art Director to Creative Digital Strategist, eventually becoming the Creative Innovation Officer and, now, Chief AI Officer. This trajectory underscores the importance Blossom places on innovation, demonstrating how our agency goes beyond merely navigating the currents of change to act as a catalyst for transformation.

Dive into the complete interview on Radio24 and discover how Blossom positions itself at the forefront of innovation.

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