#ASApeople: who is behind ASA’s videos?

“Before filling a project with content and ideas, we need to free our minds from pre-existing preconceptions and points of view. The empty space that is generated becomes the canvas where we can draw something which identifies and correctly expresses the requirement we are posed.

Simone Lunardon, cofounder with Marco Balzan of “Blank.”, the agency whose distinctive trait is the motto “create to inspire” and whose specialist subject is Visual Arts, is convinced of this. Art Direction, 3D Films, Concept Design and CGI are their daily bread and butter, and diverging thought and nonconventional creativity the premise for every project.

This also occurred for the recent collaboration with ASA, for whom they designed several shots: the corporate video spot, the emotional and the technical videos of the devices both for the “human” and for the “veterinary” divisions.
The cross-influence and the proactive exchanges between the two parties thus led to productions that broke down the established patterns of the institutional communication put forward by the medical sector. Many hands’ work that enabled ASA to clearly convey its identity, placing itself as a “unicum” in the market of reference.

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Simone Lunardon - Blank.

“ASA showed great courage, choosing to pursue new routes to talk about the company, its vision of the present and of the future and its products. An innovative approach that is perfectly consistent with its Therapeutic Solutions, a condensation of modernity, innovation and design”.

Trust between the partners and respect for the expertise of each contributed to the value of the final results.

“As ASA came to us already with very clear ideas on the objectives to be achieved through these videos, on the timeframes and on the available budget, it immediately put in place an important foundation for our work. But that's not all. The availability of the team in the company, the awareness shown both in professional and in human terms, the constant but never invasive presence during the pre-production and production phases and the fast feedback provided were crucial to finalise complex and challenging work activities”.

Work activities that required an extremely accurate preparatory phase, particularly as concerned staging the sets.

“I refer in particular to the “emotional” video for ASAveterinary whose main actors on the set, together with the company’s flagship device, were the animals, first and foremost a horse. A commitment with a capital “C”; one however that allowed our studio to tackle both “new” and “other” intricacies. These problems proved to be extremely useful to increase our ability and skills and to help us to improve our processes, both as concerns the timeframes and the organisation”.

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The importance of organisation: from preproduction to the set

Leòn Del Papa, the Director and Producer who looked after all the ASA projects on behalf of Blank., also maintains that the organisation phase is pivotal to tackle every project effectively. 

“We invested great energy in the creation and implementation of each one, but managing animals on a set required us to produce a specific effort as it was more structured and with tangible critical issues. This is why the preproduction phase was crucial: previously studying the problems that might have arisen, defining in advance the solutions to be adopted to resolve these, allowed us to safeguard the status of the animals and that of the context and of the equipment we used. This careful preparation contributed to generating a sort of harmony spread throughout the set: people and animals were able to interact at their best and, despite the complications to be expected and the patience required to convince, inter alia, a horse to raise its foreleg, everything worked well”. 

Teamwork also contributed to oiling the wheels of the machine, avoiding friction, slowdowns or blockages. 

“Thanks to a constant and constructive dialogue and to exchanges of ideas between the studio and the customer, this teamwork enabled us to achieve the targets we had set ourselves”.

Targets which had to contend with a precise management of the timeframes.

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Leon Del Papa - Regista e Producer

“Despite the methodical preproduction work, we know very well that there are extraneous and unforeseeable variables that can crop up whilst filming. With everyone’s support, flexibility and the ability to tackle even unexpected problems, we managed to solve these in any case. The result we obtained for all the projects is extremely satisfactory as it allowed us to fully express what I consider to be ASA’s strengths: transversality and innovation. Transversality: not only to design and produce new devices, but also to give room to non-standardised thinking and to new visions. Innovation: for the Therapeutic Solutions and for the communication strategies adopted. After all, to be innovative, one has to be brave”.

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