and I would like no one to like it
written I come from the final emilia I am
grown up and in the emilia that is a country
here I am 38 years old right at the end
emilia I was lucky, in short
grow in a very peaceful country and
sometimes boring with a bit of haste
of wanting to see the rest of the world a
other luck was to have
of the parents who gave me
the opportunity to travel with them and
through this haste in wanting
see the rest of the world
say at 18 years or so I have
started cycling on 14
more or less years I turned this thousand into
bicycle not with racing bikes
even in lombardy I used to say to my mother
that I was going for a stroll around the
country and it was my way to do
fortunately on the road experience
I grew up on the road and say
even today I can happily say i
my parents never gave me one
economic support for which this
need to live the road has me
brought to 18 years a little out of the ordinary
Italian to leave the house to conclude
so the high school and sign me up in letters
bologna from there
let’s say I had the opportunity to
to be able to write with me money
I had earned in summer jobs already
from 14 years for which from that
given I gave way to be able to put myself
to the test, though not in a way that is to say
pleasant at the beginning because the work
it’s an impact has a very strong impact
on hard on each of us for which
this somehow gave me
he gave me a chance to see which one was
reality immediately despite this are
left the university on another
although still needing to work
my dream was to become
professor of letters at the university
more or less it was the period of 97 e
not having even moral support
of my parents I realized
as the structure, in short, of the university
of the University of Bologna
complicated even from the point of view
administrative to go chasing
counters make hours in a row so
always fortunately that luck is
a crucial component I think for
each of us
[Music]
internet was probably hers
maximum explosion at the end of the 90s and for me
let’s say that the main vehicle is
always been the how to do something like
I can get out of a condition that
it was not favorable for me to study
both work to work I mean too
ride a bike at 5am
from as far as emilia take a train from
from san felice go to bologna a
work and not be sure you can
go home in time because maybe
doing late at work
I would have missed the train and maybe sleep in
railway station
something that has never worried me
but really it has always been a
risk
this gives me the strength because it was the
my only option then trying and
working or let’s have it
determination to find then a
fixed job of what I liked in
that moment was the wave of the internet
so even a small city already
as bologna gave the possibility to
people who had a base of
knowledge of this kind of working myself
I had the determination to be
hired indefinitely immediately
already at 21 years old
if I remember correctly it is a bit difficult
for me to think of the past because it is not
one thing that is easy for me to look at
always a little what there is to do
from today onwards, however, a lot
briefly I managed to go to
live in bologna I started working
I had to leave the university
because it was not then it was not the thing
my new adventure like that of the
let’s say about my advertising people in
which one thing had gone to finish me
it was very interesting on a creative level
surely there was already inside me
clarity of what I was and that is that
black
I was already sure I was not a mind
mathematics aime and then I saw ho
could perceive this thing of me of
how much creativity instead came to me
easier for the agencies of
communication advertising agencies with
the web applied with new means
where to express a base of
communication on digital
I’ve had the possibility of
express myself
I did this for more or less a 10
15 years
therefore often changing agencies too
when there was not too much
tranquility when I was
already learned of things for me it was already
necessary to change for which many
I changed a lot of agencies both years ago
bologna a little milan paris etcetera
because I also did the periods
short, short experience of this
guy
all of this obviously with that
fatigue there but also with a sense of
adventure
we are I grew up watching
piero angela not so much bim bum bam e
this was always a fortune
because I realized how much
it was important to relate with one
outside world
the outer world of quark di piero
angela was of the African child with the
flies in the eyes that this image
in short, already in the eighties it turned
a lot this gave me way of
realize the fact that we will not die
hunger or at least during that time
for me it was taken for granted that it did not
having this risk
the opportunities were endless knowing
that this would never happen
in the 90s everything was possible for me
for which even already change work not
it was a risk at the limit I would have
changed work again anyway
building a professionalism
fortunately I also had a lot
positive experiences of also director
very very important creatives also of
saccenza c frankfurt etc. we have
also won a lion in cannes for one
ambient media leone cannes of the
advertising for which from that in some
so I managed to have a good one
full of professionalism both at the level
national that international with also
we say customers very very very much
Interesting
I recently worked with an astronaut
Canadian named Chris Hatfield is
was the first astronaut to record
a disk in space
I think it was 2011 2012 in memory and
so I had a travel experience
with him
him while mathematically scientific
also of course also basic military
and then challenging him I told you so
obviously you’re an authority you are
however authoritative in canada but
above all also on an artistic level
in the world for having also recorded space
oddity of david bowie and david bowie
when he heard his version he said
this is absolutely the version here
more beautiful, however, let’s say from the point of
artistic view
this I can in the same way
go into space obviously
ironically wiston churchill let’s say
pulled this quote out because it is
what in some way in one
society where the economy looks like the thing
more important
a phrase like this encourages me
because at the time when England
before the intervention of the United States
in the second world war
England was undergoing events
bombings from we say from
Nazis from the board a journalist i
he asked why not because he did not cut it
budget for the arts in short, the
he said but then why we are
fighting us
in fact the art
the artistic part is the creative part of
we humans are probably one
of the elements it carries
let’s say it feeds our culture
then returning on the on chris apcom
on the strange uta yes, I too can
go to space
obviously in a playful way to tell him
even creativity in some way
he can tell you something you do not hear
that is not scientifically
in short, lived this here a shot
done to medicine is another country where
I lived then there was another
another fact important enough for
me is that it was the birth of mine
son
after so many years of course in the
advertising I wanted to test life
quiet buying home in the country
with animals, however, it was too much for me
quiet as what I had a big one
source of inspiration in that period
talk about 2009 2008 2009 thanks to
Terzani reading a lot of Terzani he has
had a very strong life change
more or less 30 31 years I imagine that
many of you will know the story from
the olivetti employee then became
journalist of del spiegel and so
he began his adventure
I more or less at that time I was 31
years and my son was born in that
period there
and just at that time I received
a camera as a gift for
me was obviously the fuse he has
detonated
in short, what we were saying is mine
determination not to lose anymore
time to live in a quiet house with
a job in between with a safe job for
me it was not enough looking at it
our life in a timeline knowing
not to risk anything because not
we are in an African country or the
bangladesh or under the bombs why not
play with it because you do not try everything for yourself
in the moment when becoming a father
let’s say the time segment dedicated to
myself has greatly shortened
I understood that only in that lapse of
so tight I had to do everything
what I had not done before
in the years before
I have always tried to apply the
creativity obviously colacone
communication rules that I learned
I changed during the first decade
lots of jobs
I tried to go beyond those that
we are saying the rules or the models
existing see the example of looking for from
work with the curriculum
you have the European curriculum on
European format that doc all shapeless
my last curriculum to say 56 years
instead it was an infographics thing
difficult to understand for the
most companies
I was never interested in going to
look for most companies
I have always focused on if there is one
company that cares about this thing is
my company and the company for which
work and this was in fact already
trying to play even with quarks or
etc. then fortunately it has arrived
instagram have arrived social media of
with whom I was already working for some
year
as creative director in an agency of
bologna and for which he started thanks to
that camera donated to the
day of the birth of my son I have
started studying this new one
opportunity photography through the
phone definitely someone of you
she will be passionate about photography
remember how much cartier bresson has
changed the world of photography with
of the machines with the laica fu
mentally he was opposed to the beginning
because it was one was a new tool
therefore new instrument means
definitely low quality
the phone the same strong thing as
this and of course thanks to
skills related to communication I have
glimpsed let’s say an opportunity like
do for that famous how to do for in
change the rules in this sense too
so I started studying a lot
obviously the device together
to photographic rules something that is not
It was very simple at the beginning because
I was using one to use the other
do not understand the depth with one with
the other and the thing obviously sent me
in crisis
anyway
the fact is that today I am the
first Italian photographer on instagram
thanks also to many publications that
they occurred more or less in 2013 2014
especially in the United States what not
possible here in Italy because
probably not too far beyond the rules
of that moment then forbes or vogue
many other posts etc. and from there it is
obviously a kind of work party
so work with photography
together with social media
from there obviously over the last ones
3 4 years I started to develop many
projects identifying my own
photography with an aesthetic for which with
various travel experiences more or less
all the world and fortunately me
I realized how much my dream
as a child, you were traveling
realized not having had the
economic possibility in making gods
travel for fun with a few years
plus I managed to travel for
work where for me to travel is not alone
traveling for fun but it is
the travel experience
another important thing is right
minute when you arrive at
have many hundreds of thousands of
people who follow your work do not
I want chemali followers but they are people
you get to have a responsibility
also social responsibility is
that of constantly communicating with
of in my case with images but
also with words therefore telling
stories of the famous storytelling for which
at a certain point I relate to each other
with my network of people who
over the years I have created myself
professionals and not for whom we have
given we started a project
territorial which is called what italease
for two reasons the first because not
I knew Italy from the point of view
digital
I traveled all over Italy but not
I knew what people on the digital and
on social channels there were
because I have always been related to
the United States fundamentally for
job issues for which we have
started this editorial project that
it’s called italease a bit in contrast
let’s say with the famous italia.it and others
institutional activities of little rice with
results really scarce and from there it is
started this editorial project that
now also counts there we say many
people who follow this
activity with the intent of course as
second goal to tell
the territory
let’s say the micro territory is not Italy
in its entirety, not Italy of the
postcards not the mainstream italy and in the
course of these three years in more or less
of activities we have told people
like a German that I do not know 50 years
60 years lives in Naples as it was
It was difficult for her to see her
culture relating to a city
so different stories of people too
whether it’s a young person or old people, it does not matter
from what we obviously had
the opportunity to relate with the
territory with also institutions
territorial for which the liguria the
city of naples the city of bologna
even now with the Tuscan region
Tuscany but also the Tuscan territories i
regional parks paradoxical thing
because Italy is not seen as a
tourist level as said Tiziana
as a single entity as an offer
unique every small territory in some
way does not relate to that of
side and this we have discovered a bit
let’s say on our skin working
just with territories of this type and
it is something that we will continue to do there
I leave here
Thanks for the attention
[Applause]
”
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