I have been a creative director since 2007.
I was Creative Director at Jump McCann, where I worked on advertising campaigns for national and international brands. I then moved to Angelini Design as Strategic Creative Director, bringing brand strategy and visual identity into the same process. Today I am Creative Director at Translated and Imminent, its research center on language, technology and AI. There I lead brand, editorial projects and the annual Imminent Research Report.
My work spans consumer goods, food, design and technology. Each sector taught me something the others needed. Consumer brands taught me to speak to millions of people in a few seconds. Food taught me to protect a heritage while selling it abroad. Design taught me that every detail carries meaning. Tech taught me how fast a brand has to adapt when the world around it changes.
Alongside client work I trained in trend forecasting with The Future Laboratory. I served on the jury at Cannes and on the board of ADC Europe, and coordinated communication courses at IED. I speak at international conferences and universities on brand strategy and on the relationship between AI and human creativity.
My book Pulse. The Alchemy of Living Brands brings this experience into a single method.
My latest collaboration: exhibition design for Kimono Tales by Angelo Cricchi
Kimono Tales is a voyage of the eternal female universe through the photos of Angelo Cricchi, accompanied by the artist Massimiliano Ionta and the Japanese musician Yuya. Angelo Cricchi’s articulated artistic project uses diverse narrative codes, in a synesthetic mix of photography, video, music and voices, which confer together in Massimiliano Ionta’s exhibit, to the rhythm and melody expressly composed by Yuya. The portraits of Cricchi’s muses in kimonos are the absolute protagonists of their “stories” revealed, their voices taking life in a choral story surrounding the feminine essence in its widest sense, triggered, almost by happenstance, by the mysterious and liberating power of a common object within the Japanese culture, that is, the kimono.
