an ad-info video, global vending sector,
technological product, specific target, leading company,
an innovation destined for the world market,
the new touch screen of the Necta devices,
all the functions must be explained in 220 seconds,
and therefore budget, briefing, concept, story board, casting,
production, set, filming, post-production, insertion in green screen,
all the exempla of the utilities, check the weather forecast, the time, the transport,
the services, useful travel information such as at stations and airports,
or the showcase-network in “social” places such as companies, hospitals, schools,
and at the same time checking and calculating the calories in coffee, cappuccino, hot chocolate…
all clear, all perfect, settings correct, tones ok, the perfect model…
then with a grin I think of all the times when someone shows you
“all the high–tech functions” of some new digital application,
and you, in the end diminish it all with the legendary question: yeah..but does it make coffee?
Even without resorting to digital magic,
A photograph often finishes up portraying an untruth,
It’s in its very nature…
Sometimes, instead, a little digital lie
Allows the simple truth, the authenticity of what it tells.
This happened to me working on the case history of Cavotec Specimas
A 50-year-old company, with 140 people working there.
For the occasion they will publish a book, an important edition,
And so I tell myself: it’s not advertising, it’s not an ephemeral brochure,
It’s the company’s memories, of people, collective, lasting.
And so, no special effects, but research of the truth,
Witness of an era in the workplace,
A group of people, their faces, their expressions.
The moment I arrive, here the fact is: there’s a person missing,
He must be added after, post production.
It’s magic, it’s a lie, in all its Gravity,
And I think of the film with Clooney and Bullock filmed at separate times.
Look at the people, the 139 faces I have in front of me,
It’s not easy to pose, and impersonate yourself,
But how to manage this act is my job, courage,
Slowly, slowly you get used to it, you overcome the reluctance,
There is patience, willingness, participation, collaboration.
The work finished, I look at the results, the shots,
And I understand what has happened, how I have worked:
It’s really the lost sheep
Which makes you observe the group more carefully,
And recognize each single person who forms it.
The behind the scene…
AGENCY: WINNING ASSOCIATI
The sensation of Spring in New York, for those who arrive from Europe,
and find themselves catapulted from the human flux of the metro into the presence of the big skyscrapers (which seem like heavenly diaphragms, walls which reflect the clouds)
it is something similar to the syncopated rhythm of jazz or the blues,
a strike in the heart, a stab in the brain,
namely a continuous passage from the blue melancholy notes of the urban landscape
to the lively swing movement of people, traffic, lights, sounds and messages;
a sort of double canon, of entwinement between the static energy of the vertical architecture
and the dynamic anxiety of the human nature of the New Yorkers:
nowhere as well in New York lives the old dogma of McLuhan “ the medium is the message”
the photograph is the harmonic line, the bass, the drums,
the cinema is the melodic line, the guitar, the trumpet,
with the intention of expressing how much I lived (unconsciously, and only afterwards,
looking at the material, in a knowing way)
that is, this nature purely semiotic of New York script,
I produced a selection of silent images, still,
and a brief remake of sound images, in movement, homage to an old master,
who I’m certain you will recognize.
As you know, my assistants are a bit vain, every time there’s a new light set, they fight for portrait.
“today it’s my day…you again?…Impossible!” and so on.
Marco’s portrait, sanctified, remembers me to resume an old project: what do you think about it, Leo?
(Leo is a writer, as well as a friend, who submitted me a project an year ago, about saints)
By the way, anyone who’d like to fight with them, not as assistant, but as a person, is welcome to my studio. We garantee board, smiles and happiness, which are a luxury today!
You may be interested in:
Stefano is a splendid customer, he is unique.
He calls me, asking for photos that tells his Italian company, his real design and production factory.
I go and visit him, he guides me in a tour of the departments of the new headquarter and tells me about some new events.
The first thing I notice is the quantity of materials, products, scraps, instruments, machinery, men: like a patchwork of a visual balanced cahos.
I held back the thought, going on.
Coming back to the office, I disclose my feeling, announcing my next photo survey.
I come back and when I show him the pictures he says: approved! Wonderful.
We point the details and organize the sets.
The staff have been fantastic, playing along with me, with the right spice of irony to describe the working atmosphere.
Their slogans say: what we do is unordinary.
The cover was indispensable!
Giuseppe, Beppe for everybody, was passing the baton of CNA’ direction to Tomas.
But it wasn’t enough, we needed a B Side to have deeper informations, some hint less known.
Pratically he chose the soundtrack, we know he’s an exquisite conoisseur.
An year has passed since that day, I feel this is the right moment to share with you his words
If you climbed the 8000m, let’s say seven times, it happens that you become famous.
When I met him I thought he was a little bit snobbish.
He came by motor scooter (don’t get confused by the video), a quick briefing and then on the set, helpful and very professional also as model.
Soon I thought to make a behind-the-scenes video when I’ve been asked to shoot this campaign.
I’ve never talked about it, today I’ll take the chance to do that.
By the way…the singer is our friend Paolo Pinna make up artist!
If you read “Ol Mesteràss” post you must have noticed that Family Business project is going on.
I meet interesting people and although a very few aspects of the shooting keep happening every time is different.
At first subjects can’t figure out why I leave the flash light inside the image. “Are you going to remove it, right?” they keep on asking me.
Some others don’t say anything, they stare at me. “Are we going to take the photo right here?”.
Somebody stays still for minutes. They are in a hurry, but very helpful.
There is one thing never missing: their respect for my job. The workers I photograph recognize my effort, my passion and will to get the best out of the shooting, since they have been working the same way for years!
A new corporate project for CIFA
Here some photos.
Italian tradition is “to think in a small way”
Europe leader in the small enterprise sector, 3,6 million of micro enterprise, 9,6% of total companies.
That’s not a good period. But there is no doubt for the enterpreneur pride.
Battista, Mario, Pietro, three brothers, a life spent working with yarn cotton scrap.
I’m going on with my B-SIDE travel, portraits from our land.
Go on board, I offer you a ringside seat.
I love working with common people, models and actors for a day.
Either photos or movies shooting: it doesn’t matter, at the end of the day I’m physically and mentally exhausted, because of the high-level attention I need to keep throughout the whole day.
But I’m happy.
Shooting with professional models may sound “cool”, but honestly I think they really can help us to get the best out of our work.
Nevertheless I think that working with ordinary people I meet during corporate shootings is priceless.
My work goes through the challenges and pleasures of these moments, the problems to direct unskilled people in acting, the opportunity to see them smiling.
Stay tuned, I’ll tell you something bizarre.
This is a little teaser of a biggest corporate project.
As usual, in this occasion, technicians and workers, during a break, offered me something to drink!
Before a portrait session, we usually do light test.
It’s a good opportunity to submit your assistants to a “stress test”
Alessandro is always well inclined, he plays along with me.
I take advantage of the situation.
Hasselblad H2C, Phase one P45+, Zeiss 80mm, f5.6, flash light
The term charisma compelling attractiveness or charm that can inspire devotion in others.
Charisma is a certain quality of an individual personality by virtue of which he is set apart from ordinary men and treated as endowed with supernatural, superhuman, or at least specifically exceptional powers or qualities. These are such as are not accessible to the ordinary person, but are regarded as of divine origin or as exemplary, and on the basis of them the individual concerned is treated as a leader. (Wikipedia)
The name of the coffee machine inspired me to write this introduction, not necessarily pertinent with our video, but very dominant nowadays in our country.
Perhaps we can say that a machine could be a landmark, a designe style, a reference of quality.
Our effort was to translate these features through images.
Please, give me your feedback!
On friday you can buy “Sette” in bundle with the “Corriere della Sera”, otherwise every day you can find the “Sole 24 Ore”. So, what’s the point?
Reading them I found the Mapei campaigns with my photos. I thought: it could be interesting to show the behind the scene. We can’t go to Paris or to rent a perfect location any time we want, we need an alternative.
We found it!
Take a look to these video.
As I told you, the B_SIDE project was born to tell something more than an usual behind the scene.
The project is constantly developing, it’s an incredible and essential experience.
During my “Family Business” shooting, I needed to tell more about people I met, telling short stories and giving voice to these men, small businessman owners , individual reality but at the same time very popular, in Italy.
Here you can see more about:
Fifty-nine seconds, nearly a minute, to tell an animated corporate photographic set.
As fast as possible, without distractions, in a short time.
Good morning managers, seize the day.
Usually, we need to take care to any detail: the clouds, the sun and then the thunderstorm…this time happened!
Quickly please, let’s cover with cellophane the flash light on the roof, then the weather has brightened up…let’s restart.
If you have a good team you can ride out difficulties!
We shot in time, you can judge my team!
ADV Agency: Welcome
Event Credits: AD Paolo Vallara Thanks to: Marco Menaballi, Marco Raso, Rosanna Zanini, Massimo Boffelli, Giuseppe Bressanelli, Valeria Bocca
Working with Luca is great. He lets you do it your way.
The first time at the phone he told me: “I need a new portrait, I have some news, well, I’ve made…”, he talked to me about JTBrands philosophy, his new brand, with passion and clear ideas as usual. Then Paolo Vallara, Managing Director of Communications, explained to me more details about the project helping me to see the way.
When Luca came at my studio we talked a little bit more, I showed him some tests and he liked the concept…so we started. At first he always looks drawn, rigid, I know he needs a few minutes before getting comfortable and showing his true self. At a certain point he starts following you, he changes, he gets loose and in that moment you can take the best from him.
As we finished the shooting his phone rang, it was Mazella & Palmer looking for him to make arrangements for the next italian workshop.
Before leaving Luca told me: ” we need to talk about the videos, let’s meet up soon, start to think about it !”
I spent an evening out of time, who was there enjoyed it immensely, far away from everyday life.
Marco’s blues helps you to travel, to daydream; you finally free yourself from anxiety.
Oasis of intimacy and emotion, underrated words we forget to be indispensable in our vocabulary, overpowered by “efficiency” and “results”.
From Wikipedia: “The blues originated in songs of the Afro-American slaves communities working on plantations in the southern United States of America…” I think this is perfect for our days, although we don’t work in the plantations anymore.