Ever since I can remember, I've always been into creativity and technology, and I've always followed my passions and interests during my education. And I’ve always tried to learn while having some fun. My first drawing was published on a children’s fashion brand brochure when I was 6 years old. When I was 12 I did my first TV commercial storyboard asked by my mother who was then Art Director at Y&R. I did my Art Foundation at the Liceo Artistico di Brera in Milan, I learned to code at age 15 (it's great news for me that being a geek has, at last, become socially acceptable), and I attended a filmmaking class at the University of the Arts in London.
When I was 16 I founded a magazine to promote Italian urban and emerging contemporary art. At some point, I had 6 collaborators to help me write articles, interviews, and host events around graffiti and street art. We also covered the first large urban art exhibition at the PAC (Padiglione d'Arte Contemporanea) in Milan: an important cultural event that finally brought street art into the Italian museum system of “official art”.
At 19, I started to work as Art Director in a traditional creative agency in Milan with a focus on TV commercials, print ads, and digital campaigns. This experience gave me a strong conceptualising and strategic process, and the ability to handle large clients in key industries such as FMCG, energy, food, or finance. At 23, I joined an integrated creative agency where I became Associate Creative Director. I was in charge of the creative and strategic process from concept to presentation, leading creative vision while working on integrated campaigns, TV commercials, OOH campaigns, digital products, and social activations. Here I helped grow tenfold the number of team employees thanks to the creative pitches won, and building trust and strong relationships with our clients. Later the agency has been acquired by EY boosting its capabilities to design and run creative campaigns and experiences.
In 2011 I founded and launched Crebs to help friends and colleagues find or change jobs in our industry. It is now the leading creative and tech job board in Italy with 60,000+ registered users.
In 2015, I moved to London to work in a more diverse and international context, expanding my knowledge and experience on emerging digital and mobile media technologies, and their impact and implications for people. I’ve worked first in a digital production company, to produce R&D projects and interactive experiences, and then in a global full-service mobile agency, part of Dentsu Aegis Network. Here I helped brands connect with customers in meaningful ways developing strong and successful campaigns across film, social, mobile, digital, and other emerging platforms. This experience taught me how to work with international clients and multi-billion-dollar tech companies, running global campaigns combining creative and media from the start.
In 2019 I joined Publicis Sapient London as Creative and Design Lead helping businesses develop a vision for digital excellence through cross-functional collaboration, building creative global platforms and digital experiences, and prioritising digital transformation. Here I’ve learned to work and lead decentralised teams across Europe with different time zones establishing remote-first WoW. It’s good to mention during the pandemic Publicis Sapient was one of the most performing agencies (+18.1% organic growth).
After a few years of consultancy at Publicis Groupe, I moved in-house for the first time as VP Creative Director at Chase, a UK-based digital bank operating as a division of JP Morgan Europe.
In 2023 I was invited to join a highly competitive and innovative startup, Multiplier, to set up and grow the creative department. Multiplier is a leading global employment platform that makes it easy for companies to employ teams internationally, anywhere in the world, setting the stage for a major evolution in the labour market: to reduce costs for companies while improving quality of life; to create a world where people can do a job that fits with their life, doing the job they love, without having to leave the things and people they love.
Over the years, across Milan and London, I’ve worked on a wide range of key projects for brands including Sky, Feltrinelli Publishing Company, The Telegraph, Apple Music, TikTok, Gruppo TIM, Shiseido, Chanel, TOD’s, Vodafone Group, Mediamarkt-Saturn, Edison (EDF Energy), Skoda Auto, TUI UK, BabyBel, Ferrero, ING Bank, Unilever (Dove, AXE/Lynx), HSBC. I’ve also worked as an advisor and consultant for startups and companies - from fintech to architectural firms, from the cultural industry to food and wine - supporting them with creative strategy, art direction, storytelling, digital design, branding, social, and film, from concept to execution.
TVC and print