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Insights
Oct 6 - 2023
Reading time: 3'

Illustration. Simple, but significant.

If simplicity is a legitimate human desire, in communication it’s a conditio sine qua non. Whether a billboard or the cover of a report, communication must reach us in its simplest visual or verbal form. And simplicity doesn’t mean banality.

READING TIME 4′

Detroit, 2013. A man buys a house next to his ex-wife and installs a statue in his garden, a giant middle finger pointing at her window. The message hits home like a bullet, striking the core target (his ex-wife) and the rest of the world, clearly and unambiguously. Crude revenge? A deplorable act? Yes, probably. But also simple and effective, as only a middle finger can be. And that’s how communication works best.

UNW BOZZETTO

If simplicity is a legitimate human desire, it’s a conditio sine qua non – an absolute necessity – in the world of communication. Whether it’s a subway billboard, an Instagram post, or a short video, communication must reach us in its simplest visual or verbal form. And simplicity doesn’t mean banality.

Out of complexity, beauty emerges

To borrow the words of Bruno Munari: “Few are capable of simplification. To simplify, you must remove, and to remove, you must know what to remove.” This is what we are called on to do for every project. Remove. Simplify. Reduce it to its most essential and visually captivating form, capturing the eye and conveying a message. One of the tools at our disposal is illustration, capable of bringing to life parallel worlds where concepts become simple, words are often superfluous, and any topic becomes understandable.

Illustration is capable of bringing to life parallel worlds where concepts become simple

Illustrations are the answer to that “make it simple, but significant” obsession that drives those working in the communication field. Including us. Here are just a few examples of successful simplification.

UNEP

The Multilateral Fund has tackled one of the most urgent environmental challenges humanity has ever faced. For over three decades, it has guided nations in the gradual elimination of harmful substances that deplete the ozone layer, helping to reduce global warming and climate impact. The achievements are extraordinary, with entire pages of data to prove it. But how do you make this data comprehensible? How do you tell the story of thirty years of effort in less than ten pages? We did it through illustrations, supported by data visualization. In the small ecosystem we created, the Multilateral Fund is simply a hand. A hand that, for years, has moved, guided, helped, and given life to monumental change.

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TMG

Inequality and poverty are just a few reasons behind food insecurity, affecting low-income urban areas in Africa. To ensure the right to food for all, everyone must have access to adequate resources and means, with special attention given to women, considered the most vulnerable in society. Essentially, the entire urban food system needs to be reimagined, taking inclusion and gender equality into account. The illustrations created for TMG’s annual report represent all of this complexity. On the path to progress, women are the origin of change, and their impact cascades throughout society.

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EIF

The European Investment Fund (EIF) supports the creation, growth, and development of small and medium-sized enterprises, making financing accessible and connecting small business owners with major investment funds. For its 2022 Annual Report, people become the focal point thanks to our collaboration with illustrator Alberto Seveso. Each chapter presents a portrait. Each portrait, created using artificial intelligence, is a multi-layered collage. Each layer conveys a facet of the topic addressed in the individual chapter. A matryoshka of content that strikes us with its expressive power.

UNWOMEN

It’s strange to think that gender differences also emerge in relation to the environment, but they do. In its Annual Report, UNWOMEN highlights how climate change affects men and women differently, how women are highly dependent on natural resources, especially in the Asia-Pacific region where access to clean water is a problem, and how they have less decision-making power to influence environmental policies. A nuanced theme, synthesized on the report’s cover through an illustration in which female entrepreneurship, the environment, and natural resources find their balance.

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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