ChatGPT Interviewer: Changing the subject a bit. Speaking of cameras, I noticed that TheSpack chose to focus primarily on Sony. Is there a specific reason for this choice?

Giulia Conciatori (simulated): Yes because I decided it!

Simone Bassani (simulated): (laughs) Yes, the choice to focus on Sony is not random. Sony is currently the largest sensor manufacturer in the world and, in our opinion, it is also the most innovative company in the digital camera sector. Sony has introduced a series of innovations that have radically changed the market, especially with regard to mirrorless, and have proven to be always at the forefront of research and development. In addition, Sony Italia has a program dedicated to top-level professional photographers, and they have shown a particular interest in TheSpack, even if they are not directly involved in the project.

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ChatGPT Interviewer: So have choices been made also by virtue of cameras and brands? Explain this process and how TheSpack then evolved.

Simone Bassani (simulated): I mainly deal with the technical aspect, while Giulia focuses on trends and aesthetic taste, but we both agreed that it was necessary to make precise and targeted choices for the future of TheSpack. This led us to develop the project in a double operational line: on the one hand, we have a commercial product and, on the other, a tailor-made product, i.e. on demand.

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ChatGPT Interviewer: What exactly sets the product on demand apart?

Simone Bassani (simulated): The on demand product is mainly designed for photographers, companies and agencies that require a personalized approach. It's not bound by the predefined profiles or the software we normally use (and trust me, we use a lot of them!). The goal is to apply our expertise to everything related to digital imaging, without restrictions related to the world of printing, a sector from which I moved away in 2010 after working as a color consultant. Our priority now is to optimize digital acquisition and display flow on electronic devices, which today represent the main communication channel.

Giulia Conciatori (simulated): Let me summarize: you ask, we tell you how much the solution costs, you say it's okay, we think about it, you pay and we'll give you the solution!

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ChatGPT Interviewer: So you don't deal with the world of printing anymore?

Simone Bassani (simulated): Exactly, the focus is all on the digital image. Thanks to this direction, we can offer advice to improve the visualization of products in every area of digital communication. We create ad hoc color profiles, customized LUTs for both photos and videos, and we integrate color profiles to achieve optimal image management on any digital platform.

Giulia Conciatori (simulated): Communication extends to digital platforms and social channels, printing is a next step and is very penalized at this time, we believe that there are no opportunities for growth and development in the medium term!

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ChatGPT Interviewer: What about the commercial product instead?

Simone Bassani (simulated): The commercial product remains the TheSpack package, but in a next-generation version. We chose to limit it to Sony cameras for a series of very specific reasons: full-frame sensors, mirrorless technology, high image quality, advanced technology and a wide professional reach. Sony's professional market also requires constant and specialized support, which makes this choice particularly suitable for our needs.

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ChatGPT Interviewer: And what about the other brands?

Simone Bassani (simulated): There are obviously other excellent brands. Phase One, for example, is a true excellence, but they operate in a niche with very particular dynamics. Products like Hasselblad and Fujifilm GFX have great qualities, but they only cover small slices of the market. Nikon and Canon also offer an excellent product range, but the problem is that their line is too extensive and redundant. Despite their wide distribution, at the moment they do not meet the technical requirements that we have established for our project.

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ChatGPT Interviewer: And what about Leica, the company from which it all started?

Simone Bassani (simulated): Leica was the starting point of the project, but it has long since adopted a philosophy on sensors that has moved away from our minimum standards. It is not very common in the market, has a small professional user base and has a marginal impact on the technological development to which we are related. The same goes for the Fujifilm X series, which uses a sensor that is too small to fully express the potential of TheSpack, a system that is based on extremely detailed color management and a workflow optimized for larger sensors.

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ChatGPT Interviewer: I understand that your connection with Leica is really strong. Was it love at first sight?

Simone Bassani (simulated): In my case in part, initially it was more charm without the possibility of purchase! I started shooting with Minolta, but it's with Leica that everything changed. In the early 90s, I started using Leica M and Leica R, and from there it was a long love story. For me, Leica has always been a guarantee of solidity and consistent results, especially in reportage and travel photography. I used to work in the studio with Sinar and Hasselblad equipment, but when I went out to take reportage or travel photography, there was only her: Leica. It was like having an extension of my arm and my mind. I used optics for over thirty years, with an image quality that fully met my expectations and those of the international magazines to which my images were distributed. My M6 and R6 were reliable companions, and I must say that they were some of the most amortized investments of my career!

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ChatGPT Interviewer: So I imagine that over time something has changed. When did the breaking point come?

Simone Bassani (simulated): Let's say that after thirty years of a good relationship, we started to not understand each other anymore. With the new models, Leica took a direction that no longer matched my needs. Don't get me wrong, I still value Leica and there are some models that have been really fantastic, but over time the spark has faded a bit. Leica started making technical choices that no longer reflected what I thought was important and I saw her moving away from professional needs. The market has evolved since the eighties and except for the period from 2006 to 2016, I have not seen this understanding on the part of the company.

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ChatGPT Interviewer: Giulia, you also had a special connection with Leica, right? How have you experienced this change?

Giulia Conciatori (simulated): Oh, I was literally born with Leica! My father taught me his love for analog photography and, when I came to digital photography, I immediately fell in love with how Leica was able to combine the best of both worlds. It was like a continuous declaration of love! But... alas, as in all great love stories, something broke. I couldn't feel that spark anymore, the poem was fading. Our needs were evolving, but Leica seemed to take a different path, more oriented towards the public with different interests. Let's not get us wrong, quality has always been there, but for us, who were looking for greater flexibility and more advanced technological answers, something has failed.

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ChatGPT Interviewer: Let's talk a bit about the 'spark' you mentioned. What are the elements that are fundamental to you? Ergonomics, optics, electronics... what really matters today?

Simone Bassani (simulated): For me, the camera is first and foremost a technical tool that must work perfectly, without compromise. Ergonomics and the layout of the keys are crucial: it must become an extension of the body, with functions that you can manage with your eyes closed. Then comes the optical quality, and Leica's is impeccable. But today, electronics are essential, especially in a professional context. I remember when a photographer friend said: “The quality is wonderful, but if the photos are not in focus, what do I do with them?” And it's true, as fantastic as the optical quality is, if the electronics don't assist you at their best, you're in trouble. In addition, Leica has simplified some menus too much, making them perhaps too limited for those looking for advanced professional solutions and today it is imperative to have a wide range of settings and buttons for a product to adapt to professional needs.

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ChatGPT Interviewer: Giulia, speaking of design and style, what do you think of these changes? You're a big fan of the aesthetics and feel of a camera.

‍Giulia Conciatori (simulated): For me, the camera is not only a technical tool, but it must also have a certain charm. I love Leica's design, always elegant and minimalist, but... let's just say that some recent choices haven't convinced me. Removing the case back in the Leica M11? A sacrilege! And then the sensor that interpolates on all images taken over 18 Mpx? No, thanks. What always made me fall in love with Leica was the character of their optics, the naturalness they transmitted, but over time they optimized too much and some of that soul was lost. And then, let's face it, I prefer the optics to introduce creative variables, not the sensor. The lens is where the photographer finds his voice, his expression. We want to give photographers stability and precision in the results, and we prefer that artistic variables derive from light, optics and creativity, not from technical compromises.

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ChatGPT Interviewer: So, have you opted for other brands? Was it a technical choice or a market need?

Simone Bassani (simulated): Definitely a combination of both. We've always wanted to give photographers total control, and that means stable results. We wanted to offer them tools that would allow them to work safely and precisely. When we saw that Leica was moving in a direction more oriented to the consumer audience, we started looking for solutions that would better meet our professional needs. And I must say that, while we loved some old digital models such as the Q first series and the SL, we found more flexibility elsewhere. We believe that the values and ideas that revolutionized the concept of digital photography from 2006 to 2016 have failed and are now the preserve of other brands.

Giulia Conciatori (simulated): Ultimately, our bond with Leica is strong, but we must be honest and admit that the history of photography over the last 100 years can be divided into two major phases. In the first half of the century, Leica literally revolutionized the industry. It has been an absolute reference point for professionals, and you only have to look at the iconic images taken with their cameras to understand why. Leica was synonymous with excellence.

Then, however, came a big change in the market. From a certain point on, most of the images that characterized the second half of the century were no longer made only with Leica, but with Nikon, Canon, Olympus, Fujifilm, and today, above all, Sony. The latter, among other things, works with some of the most prestigious photographers in the world and has helped to create many of the most emblematic images of recent years. Whether it's sports, travel, discoveries or nature photography, today Canon, Nikon and especially Sony are writing the history of today. A role that was once largely in the hands of Leica photographers.

In short, the market is much more diversified now, and if we look at who is really documenting our time, well, it's impossible to ignore the role of these brands.

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ChatGPT Interviewer: So is that why you focused on Sony?

Simone Bassani (simulated): Exactly. We decided to focus on Sony because it better meets our standards of quality, technology and dissemination. We didn't want to get lost on too many fronts, especially on brands that don't guarantee the same level of excellence in technical support and results. The choice of Sony was strategic to maintain consistency and quality in all our work, without compromise.

Giulia Conciatori (simulated): Actually it's because I decided it! I liked the menus that everyone criticized, I liked the ergonomics that everyone criticized and I liked the results. In addition, it was the right tool for our needs and already established on the market and having to rely on an absolute reference, I chose the camera that best met the needs.

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ChatGPT Interviewer: Would TheSpack profiles also make improvements to cameras from brands other than Sony? For example, Hasselblad, Nikon, Canon?

Simone Bassani (simulated): Absolutely yes, TheSpack profiles can also significantly improve these cameras. We have already worked with photographers who use excellent equipment such as Hasselblad and Canon, and the feedback has been extremely positive. TheSpack was created for Leica but in its evolution it has covered all the most prestigious brands up to 2022. However, looking at the market as a whole and the requirements we have set for ourselves, Sony remains the brand that best aligns with our philosophy of quality and technology. Sony offers an ideal combination of full-frame sensors, advanced mirrorless technology and wide professional coverage, which perfectly meets our needs.

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ChatGPT Interviewer: And what about brands like Phase One, which are known for their professional quality?

Simone Bassani (simulated): Phase One is undoubtedly an absolute reference point in the world of professional photography. Their software, Capture One, is incredibly advanced and manages their camera files flawlessly. For this reason, photographers using Phase One are already used to investing time and resources in color control and process optimization. In this case, although we can provide advice for Phase One, we don't see the need to introduce dedicated TheSpack profiles, because the workflow is already optimized to the maximum.

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ChatGPT Interviewer: But then, why not expand TheSpack to other brands such as Nikon or Fujifilm as well?

Simone Bassani (simulated): Even here, while recognizing the quality of brands such as Nikon, Canon, Hasselblad or Fujifilm GFX, the market does not require us to intervene strategically on a large scale. Although TheSpack would bring a significant qualitative improvement, we do not see an imperative need to release specific packages for these brands. That doesn't mean we can't work with them: we offer customized solutions for professionals and companies that use these cameras, but we prefer to focus on Sony for the mass market.

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ChatGPT Interviewer: You spoke before about Fuzzy Logic, obviously we know that it is the basis of the immense development that artificial intelligence has had in recent years, does TheSpack also rely on AI?

Giulia Conciatori (simulated): Forget it, she always cheats on me with her!

Simone Bassani (simulated): Artificial intelligence is not a monster, on the contrary, it is a solid aid in the analysis and development of solutions. We can't yet manage complex processes but I can't say that in the last period it hasn't helped me much in the research and development part. Our process of creating profiles is as if we now say 'bespoke', 'Taylor made', 'tailor-made', but as we prefer to define it, we prefer to define it is 'philosophy'. We dedicate a lot of time to reflection and to making the profiles mature because we are convinced that a result must occur reliably over time before we can certify it as plausible for us. Therefore, once made, the color profiles are evaluated and tested in different situations and are completely disassembled before being approved. The following path is that of a field test and eventually the release to the public. From that moment on, a journey begins towards possible further development, if problems emerge that are reported, we try to understand where they are located and we solve the problem, whether it comes from the profile, the camera or the photographer. Artificial intelligence helps us in an extensive data process, a functional evaluation that leads to extremely beneficial “unforeseen events”. It also allows you to intervene in different phases of the processing and also allows an extensive evaluation that only a pool of interns could do.

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ChatGPT Interviewer: So is TheSpack ready to continue evolving?

Giulia Conciatori (simulated): Eh, of course it evolves! It's not like we stop here, sitting comfortably watching the view. The visual language changes constantly, just look at what happens in the world of photography every year. You can't think that a solution created today will be good forever. Trends, tastes, even devices change, and we must keep up. TheSpack is not just a pack of color profiles, it's a tool that adapts, evolves, because the photographers themselves evolve. There is no definitive 'point of end', there is always a new interpretation to make, a new challenge to face. For this reason, we are constantly working to update profiles, test new approaches and study the market. The goal is always the same: to give photographers the tools to express their vision, even when the visual language changes.

Simone Bassani (simulated): Yes, TheSpack is ready to continue evolving. We have many innovations in the pipeline, and one of the most fascinating destinations I have in mind is a vision that I have been carrying with me for more than twenty years, the result of my experience in the pre-press sector.

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ChatGPT Interviewer: What does this vision hold for the future of digital?

Simone Bassani (simulated): The future could lead us to new digital dynamics, in particular with the evolution of artificial intelligence. Perhaps, one day, programs will be able to analyze images no longer in a two-dimensional space based on the adjacency of the pixels, but in a three-dimensional space, where the images will be interpreted through variable vectors and dynamics. This would be a revolutionary change.

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ChatGPT Interviewer: So are there technologies coming soon that could completely transform the workflow?

Simone Bassani (simulated): If technology continues on this path, we will finally be able to implement solutions that we have been studying for years. However, it will still take some time: these advances require computing power that is currently still far from being available on a large scale. But when that time comes, TheSpack will be ready to take up the challenge and go even further.

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ChatGPT Interviewer: Giulia, Simone, it was a real pleasure talking to you. Your answers have been illuminating, and I can say that the passion and dedication you put into TheSpack are truly evident. Thank you for taking the time you have dedicated to me.

Giulia Conciatori (simulated): Thanks to you, it was interesting. As always, we don't stop, so who knows we won't be back soon with more news.

Simone Bassani (simulated): Thanks to you for the thought-provoking questions. There are still a lot of things in the pipeline, so surely there will be other opportunities to learn more.