Arts & Culture / Culture
Oct 6 - 2023
Reading time: 3'

Striking shots. Inside Steve McCurry, Dario Mitidieri and Joey L. works

Giuseppe Ceroni of Sudest 57 shares his personal insight on three international photography stars.


Steve McCurry, Dario Mitidieri, and Joey L. represented in Italy by the Sudest 57 agency. They belong to three different generations, hail from different nations, and embody a unique story. At the same time, all of them exemplify the extraordinary power that photography can wield over society. Time and time again, their shots have shed light on places, cultures, issues, and fragilities in our world, capturing the public’s attention.

To discover how the artists work and what drives them, we interviewed Giuseppe Ceroni, from Sudest 57 agency. The photographic consulting and production agency collaborates with the photographers in various stages of commissioned projects, managing their relationships with clients and contracts. For those who may not be familiar with their work, here is a brief introduction of each photographer.

© Steve McCurry. Dust Storm, India 1983


Steve McCurry: The Living Legend


Born in 1950, Steve McCurry needs no introduction. The world’s most renowned active photographer, he’s a true global icon with a broad and diverse audience spanning all ages and social backgrounds. In addition to creating some of the century’s most iconic images (such as the “Afghan Girl”), he boasts a photographic archive comprising an impressive quantity and quality of shots accumulated over a career spanning more than 40 years. Among his numerous endeavors is Imagine Asia, a non-profit organization founded by Steve McCurry and his sister Bonnie. The association carries out projects in Afghanistan, with a special focus on children and women.

© Dario Mitidieri. Savita, the girl on the pole, Bombay 1992


Dario Mitidieri: Advocating for Rights


Born in 1959, Dario Mitidieri is an internationally acclaimed Italian photographer and one of the most awarded. A veritable reporter, his work is characterized by a genuine, sensitive approach to the subjects he captures. Each of his photographs weaves together tales, stories, and emotions. Mitidieri is one of the few who has snapped “the iconic photo,” much like Steve McCurry, Henri Cartier-Bresson, Elliott Erwitt, James Nachtwey, Gianni Berengo Gardin, and a handful of others. His series, Lost Family Portraits,” drew global attention to the plight of Syrian families taking refuge in Lebanon.


Joey L.: Beyond Photography


Born in 1989, Joey L. has been a professional photographer since the age of 17 and is one of the most intriguing young talents in the international photography scene. Along his noteworthy path as a portraitist, storyteller and video-maker, Joey L. alternates between commissioned productions and personal work. He recently published his latest book, “Ethiopia,” a collection of images from over 10 years of work. He’s received several awards for his short film, “People of the Delta,” and has collaborated with numerous brands engaged in social activities.

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© Joey L. Novartis Annual Report. Tuya's family. Mongolia 2018

We asked Giuseppe Ceroni for his insight on the photographers and their work.

Q. In your opinion, based on your familiarity with each photographer, what common traits do they share?

A. It may sound trivial, but what these great artists have in common is a passion for their work. For example, I’ve seen Steve McCurry take his camera and go out to shoot street photography after a strenuous day of shooting for a client… The same goes for Dario, who always has his Leica with him. Joey L. is the embodiment of dedication to work in all its phases.

I’ve seen Steve McCurry take his camera and go out to shoot street photography after a strenuous day of shooting for a client

Q. What makes them unique?

A. It’s difficult to define these artists in a single word, but I can say that Steve McCurry is unique for his sense of composition, skillful use of color, and his ability to see the scene. Dario Mitidieri is unique for his ability to isolate the situation and convey the boundaries of a story. Joey L. for his methodology, which allows him to control every phase.

Q. Besides the iconic photo and individual personal projects, what’s the significance and advantage for a brand, foundation, or organization that works on a project with professionals of their caliber?

A. Sudest 57 was founded in 2002 with the idea of connecting great photographers with companies and foundations to create special collaborations for both parties. Working with renowned artists to convey their vision through more personal and engaging images, distinct from those of commercial or fashion photographers, injects fresh energy, inspires new perspectives, and fosters discussions in the corporate realm. Moreover, the projects become part of the brand or foundation’s history. For the artists, aside from the economic compensation, which is often reinvested in personal research projects, it’s a way to take on new challenges and share their art.

Q. How do the best social photography projects come about?

A. There’s no single recipe, but there are various examples that demonstrate how it’s possible to build powerful projects capable of impacting society. Some may be fundraising projects, like the one created some time ago for the “Doppia Difesa” association with Eolo Perfido, where he portrayed 30 men holding a red shoe to raise public awareness about violence against women. Others, like Dario Mitidieri’s “Lost Family Portraits” project, were created with Cafod and M&C Saatchi to highlight the plight of Syrian refugees.

There are also projects fully supported by a brand for informational and educational purposes, such as Lavazza’s sustainability project, “Tierra!” – a photographic documentation by Steve McCurry spanning 10 years – or Joey L.’s project for Novartis, which took him to six countries on four continents to capture stories that change the lives of doctors, scientists, and patients.

Q. Do the best opportunities always arise from new productions?

A. No, not necessarily. I recall, for instance, the exhibition “Children” organized in Bologna for the International Day of Children’s and Adolescents’ Rights proclaimed by the United Nations. On this occasion, some of the most impactful images of children by Dario Mitidieri, Steve McCurry, and Elliott Erwitt were selected, generating great media and public interest. Looking ahead, in November 2023, there will be GoodstArt, the second edition of an important charity project with the art world. The auction, conducted with Christie’s and Triennale Milano, will raise funds for the Neuro-motor Rehabilitation Center for Children that the Tog Foundation will inaugurate in Milan in autumn. Four of our artists – Dario Mitidieri, Susi Belianska, Eolo Perfido, and F31 – have donated a photograph close to their hearts from their archives.

Photography has the unique power to convey a message in an instant, but you can also spend hours just looking at it.

Q. Do you truly believe that photography can act as a catalyst for change?

A. Yes, I genuinely believe that an image can effectively convey messages and drive change. Or rather, it’s already happened.

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.”


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.

Case Studies

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