Updated September 2026. The original version of this article stopped in 2021, when the platform was still an advanced prototype.
Marco and Nicolò tell the story of how an idea turned two passions into a company.
Studies and professional background
Marco, a telecommunications engineer, specialises in multimedia processing and spends more than five years at a computer graphics research centre. He does not yet know that this path is taking him exactly where he needs to go: to the photo and video production and delivery platform he will build a few years later.
Nicolò, a doctor of software engineering, specialises with a double degree and a European master’s, moving between Bolzano, Norway and Rome.
From the outdoors to a startup
In 2016 the two friends launch Wrapping Reality, a virtual reality startup focused on image and video processing. Its 360° productions lead to significant collaborations, including the use of Wrapping Reality’s technology at the Mountain Bike World Championships in Val di Sole.
The idea behind SHARED.MEDIA is born there, where two things meet: a shared passion for the outdoors, snowboarding and adrenaline sports, and the craft of filming and editing.
But it is talking to customers that surfaces the real problem. Bespoke work does not scale, and the rafting, paragliding and skydiving operators Marco and Nicolò talk to all say the same thing: the people who live the experience want their own content, and there is no practical way to give it to them. It was never a camera problem. It was an automation problem.
Building it
In October 2017 Marco starts writing a project proposal around one precise idea: automating the production of media content. The business project is selected and funded through a Trentino Sviluppo programme.
Development of the prototype begins in 2018; the first field tests with rafting and paragliding centres follow in 2019. The pandemic makes 2020 a slow start, but that summer brings the first structured collaborations in Trentino — among them Trentino Wild and Andalo Flying Tandem, the first real partners.
Metadata analysis and computer vision, developed partly through a collaboration with the University of Trento, become the core of the algorithm: recognising what happens inside a video is what makes it possible to edit one without anyone watching it.
From prototype to product
That prototype is now a platform in production, built by Streamout SRL in Malè, Trentino, and designed for six sectors: hospitality, bike parks, outdoor operators, motorsport, professional photographers and sports events.
The results are documented in attributed case studies: in 2022 Trentino Wild recorded a 20% revenue increase from post-experience online sales, Pitlane recorded 25% purchase conversion, and in 2024 Fiemme Holidays automatically delivered over 6,000 photos to more than 500 guests. The full stories are in the success stories.
The problem those rafting centres described back in 2016 — people want their content and there is no practical way to give it to them — is now solved with a QR code at the exit. See how it works, or let’s look at your own case together.
