EMOTIONS IN ULTRA-HIGH DEFINITION

X-ONE IN X-RAY. BE SURPRISED BY ITS HIGH-TECH SOUL

The creation of the X-One launch video became an opportunity to analyse the new grinder in every detail and reveal its mechanisms.

Furthermore, together with Luigi Dalla Riva, motion graphic designer and owner of the Quasimontacarlo studio, we discovered that the creative process that goes into his videos has several points of contact similar to the thought process behind the creation of our iconic products. Analysis, study, idea gathering, preparation, design, evaluation... and sometimes starting again from scratch. With the aim of creating an “object” with its own character and style capable of being remembered.

What does coffee mean to you?

It’s a reset button. There are confusing moments when I need to simplify things and taking a coffee break for me is pure energy.

What is the added value that video gives to communication?

Video as I understand it is authenticity, it gives companies the opportunity to truthfully explain the features of a product or the concepts of a new business approach.

My aim is to make processes and technical features aesthetically appealing that might otherwise be a little cold or unmemorable.

Can you describe the creative process behind your videos?

There is always an initial process that I might call “creative chaos”: studies and ideas, even very heterogeneous ones, from which I try to bring out the character of the video.

I then go on to choose the most effective solutions... and this is where sometimes much of the work done previously is discarded.

Having a background as a musician, it is logical for me to start with the sound, to exploit its great evocative power.

How did the idea for the X-One video come about?

During the visits I made to the company, I was able to get to know all the people in the R&D department and appreciate their passion and technical skills. I was surprised by the amount of “advanced technology” hidden inside the liveries of the Sanremo machines. What struck me in particular was the attention to all those aspects that seem peculiar, but which will then allow coffee specialists to use this grinder as a precision machine. Together with the DOC team, I therefore tried to make the meticulous engineering contained in the X-One a central focus.