I’m an audiovisual specialist: ideation, writing, still and motion pictures, sound and video editing, print and web UX, bug-free code, streak-free offset printing. With a universal, over-arching, generalist vision: how will this benefit the organization, whether it’s a global corporation, an NGO, or a small business? A rarity in the age of extreme polarization into either/or, the micro or the macro, but that’s the intellectual and aesthetic challenge I prefer: a Renaissance approach fusing ultra-specialized technicalities. 28 years of it.
Not unlike a film director — a role I also partake in — a creative director turns fuzzy concepts into tangible realities, from A to Z, on the big screen or to the big quarterly numbers — orchestrating teams, creating or guiding brands, and following through with real-world designs that communicate, captivate, and resonate.
You’ll notice it in all of my work: I don’t follow trends or genres, whether in photography, film, or design. I select precise tools for each project with Swiss precision, yoga-inspired purpose, and a financial-analyst’s understanding of the fine balance between aesthetics and effectiveness.
In my 3 decades of professional expertise spanning advertising, branding, film, and product design, I’ve applied the same universalist principles to lead creative projects across continents and industries. Light and fast sub-5 commando teams or more substantial 150+ crews. My foundation as a photographer since 1997 and a designer since 1999 brings not just artistic sensitivity, but also a meticulous attention to detail. Whether shooting campaigns for well-established brands like Asics, Relais & Chateaux, and Swiss Tourism or crafting identities for new global clients, I anchor every project in clarity and calculated intent.
At every level — from sketching initial ideas to producing final deliverables — I bring rigor to the creative process. My ability to integrate business strategy (with a solid education at ESCP Europe and experience steering my own businesses) with execution (I write code as a full-stack developer and work hands-on with stochastic 6-color offset printing on Heidelberg printers) allows me to collaborate effectively with teams across disciplines: developers, copywriters, and production crews alike. Why? Because they see my Git commits, notice a glyph edit in Fontlab, read the structured incisiveness of my social media posts, ask about a long-forgotten layers mixing technique I apply in Photoshop and notice me at the laser-cutting CNC machine when the regular blade cutter won’t cut it.
Creative direction begins with structure — a clean, organized approach where purpose drives every decision. A system of logical steps: ethnographic market research, deep inquiry into company culture, prototyping, validation, and iteration. No excess. No waste. Everything in service of the goal we agree upon. Good surprises happen, and built-in flexibility allows for stronger results than rigid execution.
Aesthetically, whether developing campaigns or refining brand systems, I prioritize an economy of expression. From bold, cinematic visuals to the nuanced choreography of layouts and typography, I’m driven by the belief that good design is beautiful, functional, and minimal — removing as much as possible but not more.
I am a proponent of typographic grids and the Swiss Style, but not for the sake of minimalist dogma. Geneva’s heritage, yes, but also Moscow’s expanse, and NYC and LA’s “meaning business”, regardless of the budget.
Advertising and mass media artistic projects live or die by their ability to connect with people. My leadership integrates financial constraints, audience insights, and team dynamics to ensure projects not only meet but exceed their intended goals.
Clients trust me because of my breadth of experiences and my ability to combine the most appropriate methods. As a creative director who remains hands-on as a designer, photographer, and filmmaker, I understand how every piece of the puzzle fits together.
And I can swap the welding overalls to a su misura Italian jacket and woven tie to sell the puzzle before and after it goes to market. Top brass in a corner office or a packed press conference. This holistic perspective helps me keep the pace and high standards, always with the team united in one push, whether leading international ad campaigns or prototyping in-house solutions.
I’ve worked with startups, global brands, and interdisciplinary teams. From crafting luxury visuals for top-tier advertising campaigns to engineering precision in product design workflows, I build systems that amplify creativity rather than constrain it. My collaborations extend from client boards to junior designers, ensuring every stakeholder is engaged in a shared vision.
I call it “the corridor of freedom”. Each talented participant receives not only the vector, but also the budget constraints and clear “looks good/bad” instructions the whole team can follow. Inside the corridor — you’re free to flourish and experiment.
Creative work should endure. Trends come and go, but thoughtful design and storytelling, rooted in universal principles, stand the test of time. Whether creating advertising campaigns that evoke emotional connections or designing brand systems that adapt across markets, I approach every challenge with one goal: to leave a lasting impact.
Get in touch with someone who sees the big picture — and ensures every detail serves it — let’s create something timeless together.
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