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.

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.

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.