About creativity and strategy

My two cents. An editorial by Giacomo Frigerio.

The light and the dark. Polar opposites that convey what Blossom is today, who we are, and how we help each other look at the world with a different perspective, every day.

After a year of major evolution and change, we have redefined who we are and why we exist. It was a long process that involved all of Blossom and which, in reality, we will never stop doing.

Ours is a creative soul, one which looks at the world and everyday life and sees endless possibilities of beauty. A beauty we choose to express uniquely every time; a creativity that takes advantage of existing means and tools, but is always open to innovation, such as the incredible AI revolution just around the corner.

To this, we have added a strategic vision of the world and business, so that every choice we make is guided by reason and, to that point, by a strategic approach that enables us to choose and act with resolute and sound judgment.

Revealing possibilities that we could neither see nor imagine before.

For this very reason, the first release year of Snap is dedicated to these souls of ours: six articles – with interviews, videos and insights – that tell and show many forms of creativity, which go hand-in-hand with strategy.

A great illustrator and friend of Blossom came to visit. Nico189, aka Nicola Laurora, took his first steps with us 15 years ago. From our couch, he invites us into his world, a fascinating dimension where the covers of Monocle and graffiti on trains in sunny southern Italy mix together.

Our Head of Strategy, Camilla Beretta, summarizes the omnichannel approach with style, working shoulder-to-shoulder with Jacopo Riva and his illustrations.

We recorded lunch break conversations at our HQ between Dave, Head of Media House, and Francesco Seveso, our boxing psychologist and trainer. The result is a podcast that talks about creativity, work and human functioning, which episode after episode, will take us to places made of invisible matter, but that have an impact on all of us.

Alessandro Scartezzini, CEO of Webperformance, our partner in digital media crime, explains the what, how and when of the media world.

And finally, as part of our “Who are you?” video series, Matteo Mari, aka Mario, shares his short film, “On Sunday, I dress badly,” a mind-blowing presentation loaded with technique, rhythm, style and depth that truly moved me.

In January, the sky in Milan is often grey and the days are dark. May this issue of Snap give you some light.

Happy New Year, and happy reading.

From Karate to Boxing. Martina Caruso’s Rise to the Top.

Watch the latest episode of Transforming Perspectives.

July 2021. Heat, windows wide open, TVs on.
One year late, the Tokyo Olympics finally air.

Sitting in front of one of those screens is Martina Caruso. For years, she dominated karate mats around the world, collecting European and World Championship medals. Then, still at the top of her game, she walked away. Done. But watching the Olympics, she feels something is missing. Competition—that’s what. A few days later, she laces up a pair of boxing gloves. Four months later, she steps into the ring for her first professional match. With one goal in mind: becoming the greatest female boxer of all time.

She tells us about it in the gym where she trains every day, in Brianza. What started as a simple conversation turns into a sparring session. And what we thought was just a story about switching sports turns out to be something much bigger. Because Martina isn’t built for comfort zones. She doesn’t fear a challenge, whether it’s an opponent or herself. She’s been facing pain her whole life—inside and outside the ring. And when things are left unfinished, she doesn’t let them hang.
She closes the loop. But, most of all, she knows there’s only one way to get where she wants to be: shifting her perspective. Every single day.

Transforming Perspectives: Giorgia’s rebirth and the power of looking beyond.

Sometimes, it takes choosing to see things from a different angle to discover a new reality, a better possibility. That’s what we experienced at L’Imprevisto, a community in Pesaro that welcomes young people facing challenges, offering them a path to recovery and renewal.

Our work is about guiding people, brands, and organizations toward new ways of communicating and viewing the world. That’s why we went there—to hear their stories, to listen, but most importantly, to witness what it truly means to change perspectives. We asked Giorgia– who spent two years in the community – and the other young women: what does it mean to them to see—and live—life from a new point of view?

Their answers revealed the power of a shift in perspective: a vision that redefines the present and opens the door to the future. Just like Speed of Plight by Loyle Carner, the soundtrack of this video, which explores personal struggles, the search for balance, and the journey to find one’s place in the world. Transforming Perspectives is exactly this: acknowledging challenges, embracing them as part of the journey, and discovering new possibilities through a different lens.

Watch the first episode.

Two hands-on sessions that transformed perspectives and enhanced team skills

We conducted a bootcamp at the Illumia headquarters, our long-time client, as part of a training program aimed at their marketing, communications, digital, HR, and IT teams. Over two days of practical training, we shared tools and techniques we use daily, offering concrete knowledge on using AI for content creation – from text generation with ChatGPT to image creation with MidJourney and advanced research with Perplexity.

This bootcamp marks an important milestone in our eight-year partnership with Illumia, built on mutual trust and a desire to grow together. With a creative and strategic approach, we supported the team in enhancing their skills, even encouraging those who were initially skeptical to explore new possibilities in the practical use of artificial intelligence.

We continue to share our expertise in communications and marketing, offering innovative and actionable solutions to transform the way companies work.

At the service of creativity, strategy, and innovation: here are the tools that continuously evolve our work.

At Blossom, we love to experiment, acquire new knowledge, and engage in constant learning. That’s why we test different AI tools every day, always on the lookout for those that can enhance our communication methods. These tools become an integral part of our creative, strategic, and consulting work.

But which tools are the favorites of each team?

Strategy Team

Perplexity. Why? With its ability to quickly gather and analyze large amounts of data, it provides us with a clear and detailed view of the market, in combination with other research tools. This tool makes strategic planning more fluid and effective, enabling us to make more informed and targeted decisions in less time.

Copywriting Team

An ideal tool for organizing ideas, developing content, drafting, and revising texts. Which one? ChatGPT. From brainstorming to translations, from editing to structuring complex documents. It’s always open on our desk, making the writing process more agile, creative, and precise.

Media House Team

In video production, Runway (Gen-3) is the most valuable support. Its advanced features and constant updates allow us to elevate the quality and diversify our productions, achieving increasingly stunning realism.

Design Team

When it comes to transforming concepts into images, we mainly rely on Midjourney. With its wide range of artistic styles, it enriches the final result, making each creation unique and distinctive.

AI Impact

The AI tools we adopt not only refine our creative and strategic approach but also enable us to quickly translate ideas and data into practical and concrete solutions. Thanks to this integration of technological innovation, expertise, and critical analysis, we can swiftly respond to market challenges, turning every opportunity into a tangible and valuable outcome.

An intimate journey into “The Hammer’s” energy, on and off the court, during Wimbledon.

Illumia chose to tell a different story. And to do so, they once again turned to the strategic and creative consultancy of Blossom. With the Instagram series “Oltre – Stories of True Energy,” we highlighted the most authentic side of Matteo Berrettini, the star of a unique and engaging journey.