Didn’t Go
AI-produced films cut like memories of a summer trip, each ending on the friend who didn’t go. A campaign for a travel planning app that shows none of its features.
Trained as an architect, working in digital. I bring the same discipline to a campaign as to a building: a clear concept, a system that scales, and taste in every detail, from brand platforms to AI-made film.
Five briefs, one method. Self-initiated, treated like real ones: a defined audience, a defined measure of success, full creative direction from concept to final asset.
AI-produced films cut like memories of a summer trip, each ending on the friend who didn’t go. A campaign for a travel planning app that shows none of its features.
L’Ora delle Sciure: two-minute Milanese fables in which elegant grandmothers out-party everyone half their age. An unsolicited campaign concept for Aperol.
Five social assets and a one-page guideline for DEW Serum 01. A campaign a small skincare brand can keep consistent on its own.
The Creative System Audit finds where your output breaks and gives you the structure to fix it, written so you can take it to your boss without me in the room.
The work shows what I made. These show how I think.
AI production · [3] min read We were drawing long before we were writing. A bison on a cave wall, a stick figure on a toilet door, a small man in the IKEA booklet holding the wrong screw with complete confidence. Visual communication is the oldest interface we have. It
Culture · [3] min read On a concept campaign for Aperol, and why “aspirational” has an expiry date. For about twenty years, the answer to “who should our customer want to be?” was easy. Twenty-two. Sun-kissed. Laughing at something just out of frame, on a terrace that has never once
Brand systems · 6 min read · links to the Creative System Audit Your brand looks different everywhere, and you have guidelines. Those two facts are related. Almost every company I talk to has brand guidelines, and almost every one says its brand looks inconsistent. The guidelines are usually a
Architects work at every scale at once: the city block and the door handle. I run creative the same way: the brand platform and the single asset, the strategy deck and the frame of a video, held together by one concept.
Concept first: No execution without an idea strong enough to survive translation across formats.
Systems over one-offs: Every deliverable should make the next one easier, cheaper and more coherent.
Calm leadership: Clarity under pressure. Teams do better work when someone is holding the plan.
Broad by design: Range isn’t lack of focus. It’s how unexpected references become original work.
Available for senior creative roles ·
Route 1 — Hiring: Building a creative team? I’m looking for a senior creative director role. → Get in touch
Route 2 — Projects: Brand output all over the place? Start with an audit. → Book a call