ChatGPT Interviewer: Hi Simone, thank you for being here today. Let's start at the beginning: how did the idea for TheSpack come about ? Was there a specific moment that prompted you to develop this solution?
Simone Bassani (simulated): Hello and thank you! Actually, the idea came out of a personal need. Working for years as a professional photographer and consultant, I often struggled with the limitations of available color management solutions. Existing workflows worked, but they failed to capture the color gradients I wanted, especially in more complex shooting situations. I found myself having to intervene heavily in post-production, which lengthened time and often did not even yield the desired results.
ChatGPT Interviewer: You mentioned digital photography. How has it influenced the industry and contributed to the emergence of TheSpack?
Simone Bassani (simulated): Digital photography has revolutionized everything, but it has also created problems. It has broken down many barriers, allowing more and more people to enter the industry, even those with limited technical training. This had a detrimental impact on skilled professionals such as chromists, and budgets shrank dramatically. In the late 1990s and early 2000s, with the arrival of digital backs and the first professional cameras, there were huge changes, but many in the industry were not ready for them. From there, I realized that there was a lack of affordable, high-quality solutions to manage color.
ChatGPT Interviewer: Speaking of direct experiences, was there a specific incident that really kicked off the development of TheSpack?
Simone Bassani (simulated): Yes, absolutely. In 2007 I was working with some RAW files of a client shot with Leica M8, and there was an obvious problem of color dominance in the shadows. It was a frustrating situation because I knew the camera could do more, but the software available at the time didn't allow the problem to be completely solved. I worked on a custom color calibration and was able to achieve the desired result. I also pointed out to Leica how important it was for photographic companies to take action on color management of digital files, but unfortunately it was not followed up. This episode made me realize that camera manufacturers needed to take more responsibility for color management but were not going to, and that's where I started thinking seriously about TheSpack.
ChatGPT Interviewer: After this episode, how did the idea of TheSpack evolve ? What allowed you to finally bring it to market?
Simone Bassani (simulated): After that experience, TheSpack remained a dormant project for many years but still part of my consulting work. Only around 2018, thanks to the evolution of development software, did I see the possibility of creating a complete solution. Since then, I worked on defining the project and in 2019 I finally presented it during the Leica Gran Tour in Milan. That was the moment I realized that TheSpack had found its space and its audience.
ChatGPT Interviewer: I see. So the starting point for TheSpack was a kind of dissatisfaction with existing solutions. How important was your personal experience in photography and pre-printing in the development of this solution?
Simone Bassani (simulated): Absolutely central. The experience I've gained as a professional photographer and graphic designer has allowed me to develop a particular sensitivity to color and color rendering, something you can't learn from books alone, but comes from constant practice in the field. My path began with analog photography, photographic reproduction and traditional printing, areas where color control is crucial. During the 1990s, working in the photography industry, I realized how important color management was to maintain consistency between what you see on set and what you get on paper. This critical transition between the real world and the glossy world made me realize that color management is a fundamental part of the creative process.
ChatGPT Interviewer: I guess the transition from analog to digital photography was an interesting challenge. How did you handle the change, especially in terms of color rendition and color management?
Simone Bassani (simulated): It was a fascinating but complex time. Digital photography opened up incredible possibilities, but at the same time it brought with it a number of new challenges, especially in terms of color management. Coming from the analog world, I was used to managing everything with manic precision, but digital image development software, especially in the early days, did not have the same level of control that I was used to having. In many cases, color was being altered during the process of converting and developing the file, and this meant having to spend hours in post-production to correct problems that I should not have had in the first place. However, it should be added that I was not only a photographer but was directly involved in consulting in the embryonic field of digital photography being largely trained on the most important post production and color control systems. That is when I realized how important it was to find a solution that would allow photographers to maintain color fidelity and save valuable time in post-production.
ChatGPT Interviewer: And so TheSpack was also born as a response to this need to simplify and improve color management in the digital world. What makes TheSpack different from other color management solutions on the market?
Simone Bassani (simulated): Yes, TheSpack is the synthesis of years of frustrations and solutions found in the field. The main difference is that it is not just a package of color profiles, but a tool designed by a photographer for photographers. With TheSpack we want to offer not only a technical solution, but also a creative one. Every photographer has a specific vision of what the end result of a photo should look like, and TheSpack offers the tools to achieve that result precisely, consistently, and reproducibly. We use a different approach from binary canons to handle the inevitable margin of error that exists in any color management system, and we create multiple color profiles to accommodate various photographic needs. Our goal is not to eliminate error, because we know that is impossible, but rather to manage it so that it becomes a creative asset.
ChatGPT Interviewer: In this regard, you told us about how your experience guided you in the creation of TheSpack. But what was the role of Giulia Conciatori in the development of the project? I know that your collaboration is a key aspect of the success of TheSpack.
Simone Bassani (simulated): Giulia was and is a key element in the development of TheSpack. When we started working together, the project was mainly focused on technical aspects. I had already developed a robust color management system, but it lacked an integration that fully met the photographers' stylistic needs. Giulia brought a new perspective and a unique sensitivity to the photographic trends of the day. She is not only an expert photographer but also has analytical and product development skills, and most importantly she has a keen eye for what photographers are looking for both technically and aesthetically, and this is what has allowed TheSpack to evolve.
ChatGPT Interviewer: Could you elaborate more on this perspective? How has Giulia contributed to the evolution of TheSpack, besides the technical aspects?
Simone Bassani (simulated): Certainly. Giulia has an innate ability to interpret photographic trends and, more importantly, to predict future ones. When we started collaborating, she brought a stylistic awareness that was missing. I was focused on the technical accuracy of color management, but Giulia reminded me that photographers are not only looking for precision, they also want expressiveness. She defined what aesthetic needs TheSpack needed to meet. Thanks to her, we were able to integrate the technical part with an aesthetic vision in line with market trends and expectations.
ChatGPT Interviewer: It seems that your contribution was essential not only technically, but also creatively. Can you give a concrete example of how Giulia influenced the development of a specific aspect of TheSpack?
Simone Bassani (simulated): A clear example is the way we select and test photographic references. Giulia is responsible for choosing these images, which are critical to the development of our color profiles. She analyzes trends, studies which photographic styles are in vogue, and selects the images that best represent the photographers' needs at that time. This allows us to test color profiles in real-world situations and ensure that they are not only technically accurate, but also aesthetically consistent with market expectations. In this way, TheSpack is not only a technically advanced product, but also a tool that allows photographers to best express their artistic vision. But the most important task is that you determine which photographers can or cannot collaborate with TheSpack by virtue of the contribution they can make and the contribution our project can make to them. Most importantly, she decides whether to give a discount or mark up a price.
ChatGPT Interviewer: It seems to me to be a very balanced collaboration between the technical and creative aspects. How has Giulia helped define the future development of TheSpack? Is there a common vision about the future of the project?
Simone Bassani (simulated): Yes, absolutely. Giulia plays a key role in planning the future development of TheSpack. While I deal more with the technical aspects, she keeps an eye on new photographic and aesthetic trends. Our common vision is to continue to improve the product, not only from a functionality point of view, but also on the aesthetic and stylistic side. Because of its sensitivity to trends, we are able to predict how the market will evolve and develop TheSpack so that it always remains relevant and cutting-edge. It is not just a technological update, but a continuous refinement to meet both the technical and creative needs of photographers.
ChatGPT Interviewer: Hi Giulia, thank you for being here. Simone told us a lot about the technical part of TheSpack. For your part, how did you get into the project?
Giulia Conciatori (simulated): Hi, nice to meet you. Let's say that when I saw Simone immersed in his numbers and color profiles, I knew something was missing. The technical part was okay, but it needed a more ... human, more alive touch. We know color well, but without a stylistic direction, it remains just an exercise in precision. So, since 2018, I joined him and started to bring some soul into the project. In the end, photography is not just math, is it?
ChatGPT Interviewer: And how did you concretely contribute to the development of TheSpack?
Giulia Conciatori (simulated): In practice? I was in charge of selecting the photographers we collaborate with and choosing the reference images. I like to say that I bring "the critical eye." I make sure that the color profiles are not just technically perfect, but have that extra something, that they speak to the photographer. The market is always changing, and I keep an eye on trends, on what's new. Let's say Simone fixes the car, I decide where we drive it.
ChatGPT Interviewer: How do you choose photographers to collaborate with? It seems to me that you have very specific expectations.
Giulia Conciatori (simulated): Absolutely, and the first rule is simple: they must know how to really take pictures. It sounds obvious, but it's not. So many people today are improvising as photographers because they may have a good online following, but that doesn't mean they have a real mastery of the craft. For me, it matters that they have a solid technique and a personal vision, something that makes them stand out. It's not enough to just click and hope the magic happens.
ChatGPT Interviewer: So technique is key. What else do you look for in them?
Giulia Conciatori (simulated): Technique is the basis, but there must be much more. A photographer who collaborates with us must have a strong stylistic value, something that sets him or her apart. I am not interested in someone who follows passing fads or radical chic trends that are somewhat polluting the photographic landscape lately. I want someone who has a vision, an international scope. They have to be able to create images that speak to everyone, not just a niche that is in fashion today and disappears tomorrow.
ChatGPT Interviewer: So you're looking for a type of photographer who has a broad vision, not tied to the fashions of the moment. How important is it that they have a recognizable style?
Giulia Conciatori (simulated): It is fundamental. The photographers we collaborate with are all excellencies in their respective fields. We don't collaborate with people who just shoot to fill a social's gallery. I want those who have a unique voice, those who can tell stories through their images, and most importantly those who can do it with an aesthetic and technical quality that is out of the ordinary. I do not settle for the "good," I seek the exceptional.
ChatGPT Interviewer: You talk about excellence. Is it therefore a very strict selection that you make?
Giulia Conciatori (simulated): Yes, it is a rigorous selection. If I don't see in them the ability to bring something new and meaningful to the project, there is no point in collaborating. Also, there has to be a real mutual need. It's not just a matter of having everyone try TheSpack . Photographers need to feel that TheSpack is a tool that can really improve their work, and at the same time we need to feel that we can grow because of them. If there is not this common interest, there is no collaboration that will hold. It has to be a synergy, otherwise it will not go forward.
ChatGPT Interviewer: A question for both of you: they say it is possible to make color profiles with a chart and simple software, how is this different from TheSpack?
Giulia Conciatori (simulated): Well, sure, because all it takes is a chart and software and we're all great color masters, right? (laughs sarcastically). Look, if you want a standard color profile, go ahead. Download the software, photograph the chart in plain sight and click a couple of buttons. But if you think that's going to give you the same accuracy and flexibility of professional profile or a profile TheSpack, well, you're kind of dreaming. The difference? It's like saying that anyone can cook with a recipe, but not everyone can create a star dish. At some point, technique is no longer enough, you need a sensitivity that you can't learn with software.
Simone Bassani (simulated): Exactly. Giulia hit the nail on the head. The process for creating a color profile with TheSpack goes far beyond taking a chart and letting the software do its thing. If you limit yourself to the idea of making a common DCP or ICC color profile, the answer is quite simple: anyone can do it! Just have a chart, that is, a table with color patches, photograph it in a given situation and use specific software to analyze it. But here a complexity begins to emerge that goes far beyond the concept of "anyone can do it."
ChatGPT Interviewer: What do you mean by "complexity that goes beyond"? Isn't a good chart and well-chosen software enough?
Simone Bassani (simulated): Exactly, and this is where things get complicated. You have to start with choosing the right chart and software, but often this step is taken for granted. There are widely used market standards, especially by amateur photographers or mid-level consultants. These tools are touted as reliable "references," but in reality they have many limitations. They may produce a decent color profile for common use, but they do not guarantee the accuracy needed for high-level work.
ChatGPT Interviewer: So profiles made with these tools are not suitable for professional work?
Giulia Conciatori (simulated): If I lallero!
Simone Bassani (simulated): (laughs!) It is not that they are not suitable, but they lack the extreme precision that is required in professional settings. If we enter the world of professional photography, there are much more advanced tables and software that require specific skills and cost considerably more. We are talking about tools whose price can exceed that of a professional camera. These offer basic results that are already of high quality, but their use requires in-depth knowledge of the profile development process.
ChatGPT Interviewer: Yet, even with advanced tools, you don't get to the logic of TheSpack?
Simone Bassani (simulated): Exactly. Even with advanced tools, you don't get to what makes the difference in a profile TheSpack. In standard color profile creation processes, there are many variables that can affect the end result. You can get a profile that works well under some specific conditions, but excellence requires more than a good chart and advanced software. It requires years of research, study and refinement, and a significant investment that is rarely repaid through personal production.
ChatGPT Interviewer: So how does the difference really lie?
Simone Bassani (simulated): The difference lies in the innovative logic that guides the creation of the profiles TheSpack. It is a completely different approach from the traditional one. It is not just a matter of using sophisticated tools, but of having a thorough understanding of the workflow, the variables involved and how they interact. In short, creating a profile TheSpack means going beyond conventional methods to deliver a solution that provides color consistency, fidelity and a level of quality that is very difficult to achieve with standard tools. To summarize, anyone can make a color profile, but to achieve a profile of excellence such as TheSpack requires a combination of experience, study, and logic that goes beyond simple charts and software.
Giulia Conciatori (simulated): Wait, it's not like we want to be Marquis Onofrio del Grillo with a big "I'm sorry, but I am me and you're not shit!" That's not the point. The point is that there are different paths to creating color profiles. Sure, there are the semi-professional products, like the ones we mentioned earlier, that many professionals use quietly. They work, they do their job and, for certain contexts, they even do well. Then there are the professional products, which companies, studios and institutes use because they need a higher level of accuracy, reliability or certification. But we have chosen a different path, one that is not so much about tools but about solutions. TheSpack is not just another software or another chart. It is a system created to deal with color in a way that goes beyond standard technique, trying to solve problems that classical tools don't even consider. We are not asking you to choose between one tool and another, we are offering you a solution to problems you may not have even realized you had, until you are looking at the end result.
ChatGPT Interviewer: Wanting to elaborate on your talk, I understand that the logic behind the development of profiles and packages TheSpack is very complex. How was this system arrived at?
Simone Bassani (simulated): That's right, the process that led to the creation of TheSpack was long and multifaceted, the result of numerous attempts, tests and corrections. In the beginning, our approach was extremely manual: we worked directly on tables and matrices, trying to optimize the results through continuous technical tests and targeted comparisons. The creation of the first set of profiles came in 2018, with the Leica SL camera (Typ 601) after more than a decade of consulting and several hundred thousand files developed from different cameras and digital backs. That was an important step, but it represented only an initial and limited version compared to the final goal we had set for ourselves.
