Foto e Video

For any brand designer, genericisation is the pinnacle of the discipline.What is it? Let’s describe it as the moment a proper name stops being a trademark and becomes the name of the category itself. Aspirin. Scotch. Post-it. Well, GoPro got there. When we hear someone say “Pass me the GoPro”, most of the time the … Read more

Nicolas Cage ha girato la sua nuova serie in bianco e nero, e poi ha aggiunto i colori. E la ragione dice tutto sulla Hollywood di oggi. Spider-Man Noir is released on 27 May on Prime Video in two versions. One in black and white, faithful to the hard-boiled aesthetic of 1930s New York from … Read more

Until a few years ago, there was still a ritual. A film came out in cinemas. You waited six months, sometimes a year. Then it appeared on some platform, or on DVD. The cinema was the place of the launch, streaming was the place of catching up. Two distinct phases, two partly different audiences, two … Read more

In 2020, Christopher Nolan bought a Boeing 747 and crashed it into a hangar. It was a scene in Tenet. It lasted less than two minutes. The same scene, with an LED Wall and a digital visual effects team, would have cost a fraction. It would have required fewer days on set, less logistical coordination, … Read more

For at least a decade, a belief has been doing the rounds in marketing. It is repeated in agencies, in workshops, in client presentations. People don’t read any more.Attention, apparently, has shrunk to eight seconds.You have to capture your audience in the first three, or you lose them for good. Well, it’s a lie.Documented, measurable … Read more