What seems like a word game is, in reality, a sort of “mantra” that anyone involved in communication should learn to act for at least ten minutes a day.

In fact, during several years of activity in various sectors of communication, I realized that we are often inclined to be too compliant with our customers’ expectations, which often arise from certain preconceptions about their business and their clients .

Our most important goal, however, is not to sell our work to the client, but our customers’ work to their clients.

In tourism, for example, many operators like to see their activities and places without people.

This type of image, however, tends to ignore the expectations of its customers and some important psychological aspects that can be used to increase users’ engagement.

A populated ski slope, as well as a square or a beach in the same state, in fact, activate, in positive and negative, mechanisms such as identification, credibility and conformity (“if that place is empty there will be a reason, So why should I go there? “), the sense of belonging to a group and human activities, in general, give a dynamism otherwise impossible to static media, such as photography.

Even in video language this concept is important, the experience “sells” more and more, and therefore, it is more effective “to show places where people perform interesting activities” rather than merely “beautiful places”.

We must therefore have the courage and the preparation necessary to help our customers to enhance the aspects of their business that may be more interesting for their clients.

As a photographer, therefore, I often find myself carrying out an action that, in addition to the obvious planning and realization of photographic services, also includes an almost “didactic” phase, parallel to the analysis I carry out together with my clients.

The tool of storytelling for me is, in this sense, very precious, as the method of narration also allows me to create an effective connection between me, my client, his functions and internal departments and, of course, the target audience of the campaigns.

Sometimes I even realize that designing and creating a company storytelling come to include aspects of the relationship between myself and the client that are somewhat similar to those of coaching and counseling.

A photographic service is above all a dialogue: this is a fundamental concept for me.

Below I show you some selected images from a work still in progress, which I am realizing for Marta Sempio, producer of rice of the highest quality, in partnership with the communication agency Think.

There are elements of various kinds: the product (obviously), the environment in which it grows, but also human and cultivation aspects.

This varied set of visual elements will provide us, once the work will be done, heterogeneous material, to be used in different fields (billboards, brochures, websites, social media, …), but also some different “narrative threads”, able to stimulate the desires and curiosity of the widest possible audience.