Art Direction

The construction of personal stories responds to the fundamental people’s life-long task to give meaning to their lives.

The most important brands’ task today is offering meaning, culture and values developing a narrative able to position themselves as meaningful for customers.


My background in Psychology trained me in understanding the importance of human emotions in establishing which piece of experience deserves cognitive attention as well as space in the working, short and long-term memory.


Similarly to emotions, customers' interests and values mark their experience determining what is relevant to them. Their values and cultural archetypes guide their daily reality making them choose pieces of information that respond to their needs, values and lacks, and discard all the rest as 'noise'.


I turn raw marketing data into beautiful visual stories that make brands relevant for their target audience connecting customers to a brand at an emotional level.








'Five Stories Project'

We empathize with characters because they are driven by the same things that drive us

Client: CMME, London. Art Direction and Design

CMME offers mortgages to indipendent professionals. They briefed me to enhance quality and consistency integrating their new visual identity with new contents during their rebranding. This moodboard outlines a focus on entertainment (TV Series and Comedy) and sport on Facebook Customers' likes. I worked on integrating visual storytelling in the new creatives based on their interests on Comedy and TV series proposing stories able to entartain besides to deliver brand values and financial information.

Based on real contractors and independent professionals I outlined five main characters and their stories, tracking their life from their first contract to the moment they decided to buy an house. All the most important moments become contents for Advertising, communication, and social post. We empathize with characters because they are driven by the same things that drive us.

Thus, stories speak personally to the customers besides to enhance brand engagement. They also permits to make difficult financial information and data easier to digest.

Every colour represents a main character and his personality and altogether they represent the full brand colour palette. Every character is also associated with a particular archetype (e.g. Emma, the Cancer Researcher with the archetype of the Hero) relevant for the target audience.



The Climax is the most important element of a story - the hook that make people want to discover more and more to solve the conflict - strong stories hold our attention by waiting to reveal what happens next.


CMME became an useful helper on the moment of conflict of the five stories.

Every story is articulated in 20 autonomous but interconnected episodes. Every episode is the content of marketing material making all the marketing production highly consistent.

The same episode with adjustment on the length of the copy can equally became a social media post like a print ad.


Ian, 38 Political and Economical Journalist - Print Ad

Cats and Dogs. Dan and Laura - Print Ad


The  pleasure to celebrate with the loved ones

Client: Ohsomm. Art Direction and Illustration

Ohsomm, an online wine retailer London-based, briefed me on the Gay Pride Special Edition Label with the purpose to promote pride, love, tolerance and peace in the UK on behalf of the LBGTQ community and people in general.

The broad brand colour palette due to the variety of wines has been here used in full as an Ohsomm version of the Gay Pride Flag, and recalling both the shape of the rainbow and the glass at the same time. The dynamic movement of the poured wine is represented by the smooth wine letters that shape the word 'Love'.

The composition aim to be dynamic and playful recalling the pleasure of celebrating with the loved ones.

Client: OHSOMM, London. Art Direction and Illustration

Special Edition Wedding Label for Ohsomm


A scrolling story to create immersive content experience

Client: Bwin, London. Art Direction and Design

Bwin, an international online gaming company, briefed me to realize the January background for the UK website. The concept I proposed aimed to enhance user engagement by using a parallax scrolling background as a way for quickly capturing visitors’ attention. Parallax scrolling is very effective in guided storytelling. For example, to help sell products or services by delighting and guiding users through a scrolling story or guide , thus improving a Web site’s user experience and being an opportunity for brands and marketers to create immersive content experience.

The proposed background is composed by two pictures fading one in the other, that represent a DiceLand, an amusement City on the top of a die (logo of the brand).

Scrolling down, all the lights of the city switch on, creating a small story (a before and an after) that guides the user experience.

Mockup. Scroll down for light off, scroll up for light on

Mockup with webpage

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