A weak brand identity and a complex technology that was difficult to communicate to a broader audience.
WHAT I DID
Rebuilt the brand with a stronger, more professional identity and created a visual storytelling system that makes the technology easier to understand — from the website and films to GeoLab, an interactive experience that lets users explore the technology visually.
OUTCOME
A more credible and accessible technology brand, turning an abstract technical concept into something audiences can see, understand, and explore.
15+ years across the full moving-image pipeline — from production and editorial to post-production and final delivery.
DRAG ↔ · CLICK A TILE TO PLAY THE FULL FILM
EXPERIENCE
15+ years creating and delivering moving-image work across fashion, technology, advertising and branded content for global audiences.
EXPERTISE
Video production, senior editing, post-production supervision, color, motion and 3D — combining creative judgment with deep technical knowledge from concept through final master.
IMPACT
High-end work delivered across campaigns, platforms and markets — with the experience to protect creative quality while making production faster, smarter and more efficient.
03/05 — ALDIAI-ENABLED PRODUCTION
From Product
To Art
Building controlled AI workflows for commercial production.
01 — COMPOSITION → IMAGE
→→→
MOVE → LENS · CLICK → FLIP · STEP → NODES
02 — CONTROLLED VARIATION
→→→→
MOVE → LENS · CLICK → FLIP · STEP → NODES
03 — NARRATIVE VIDEO
→→→→→
MOVE → LENS · CLICK → FLIP · STEP → NODES
CHALLENGE
Integrating generative AI into production while maintaining product accuracy, brand consistency and the creative quality required for commercial work.
EXPERIENCE
Designed multiple AI production workflows around existing creative processes — from composition and product integration to scalable asset variation and moving-image production.
EXPERTISE
Creative direction · Generative AI workflows · Product fidelity · Brand consistency · Image production · Narrative development · Storyboarding · Video production
IMPACT
Turned generative AI from an unpredictable image-making tool into a controlled production workflow — enabling ALDI to create and scale branded content while maintaining creative direction and product integrity.
04/05 — AI-DRIVEN EXPERIENCESAI-NATIVE TOOLS & ORIGINAL PRODUCTS
Lumen
ONE IMAGE → POSTERS · FILMS · MERCH · WORLDSLAUNCH LUMEN ↗
CHALLENGE
Parks and museums sit on thousands of unused guest photos — and lose the visitor relationship the moment the visit ends.
WHAT I DID
I designed Lumen as a creative tool: photographic and film craft fused with AI automation in an app that expands the museum and park visitor experience. Beneath the interface, I authored an IP semantic context engine that grounds every generated asset in the world’s canon, ensuring consistency and cohesion.
OUTCOME
A system that turns guest photos into ongoing personalized media, merchandise and shareable stories — and a new revenue stream.
Fashion needs huge volumes of content, but uncontrolled generative AI alters products, dilutes identity and breaks visual consistency.
WHAT I DID
Conceived IKI: product assets, approved references, brand rules and narrative direction structured into a persistent brand memory that guides and validates every generation — with human review as the final gate.
OUTCOME
AI-scale content production that preserves product accuracy, visual consistency and fidelity to the brand.
SOURCES — TIMELINES — RELATIONSHIPS — STORY STRUCTURES
CHALLENGE
Complex narrative projects begin as fragmented material — interviews, letters, diaries, research, characters, dates and contradictory sources.
WHAT I DID
Conceived Storyline: narrative architecture, semiotic methodology, canon structure and authorship model — a platform that organizes source material into timelines, relationships, themes, contradictions and expandable story structures.
OUTCOME
AI organizes and connects the material and suggests alternative narrative paths — the human author keeps significance, interpretation, hierarchy and final meaning.
Creative formats designed beyond traditional film — from spatial installations and live environments to audio and editorial experiences.
Whalar / Cannes
CHALLENGE
Design and produce multimedia content for Whalar’s Cannes Lions spaces across the 2023 and 2024 editions, integrating moving image into different physical environments, screens and formats.
WHAT I DID
Led the creative direction, design and production of the multimedia content, developing video and motion assets around each year’s space, screen configurations and visual identity.
OUTCOME
The 2024 installation became one of Whalar’s standout Cannes Lions activations, recognized for its innovative use of multimedia within the space.
CHALLENGE
Plan and manage video production and post-production for seasonal runway shows, delivering content in real time and immediately after the show for social media, live TV and broadcast.
WHAT I DID
As Post-Production Supervisor, led the video production and post-production workflow, coordinating crews and specialists across live direction, editing, color, finishing and delivery.
OUTCOME
Delivered live and post-produced content for social media, live TV and broadcast, each with its own format, technical specifications and turnaround.
EVERYTHING IS BETTER WITH CREATORS · TRAILER
CHALLENGE
Plan, budget and optimize the production and post-production of a 30-episode podcast series across two seasons.
WHAT I DID
Led creative direction and managed a 3–5 person team across pre-production, production, recording and post-production, building an efficient workflow around the format and budget.
OUTCOME
Delivered 30 episodes across two seasons with consistent creative quality, format and production standards.
( THE METHOD )
Meaning comes first.
AI expands possibility. Human craft defines quality.
01
RESEARCH
Enter the culture, the audience, the context.
02
MEANING
Individuare il significato — semiotics finds what must be said.
03
IDENTITY
Position the brand. Build its structure.
04
STORY
Every vision has a story.
05
ART
Craft the output — film, image, product, experience.
