I have always worked in advertising film, first as an art director and then as a director. I specialize in table top, basically because I love seeing reality in extreme macro — creating mechanisms to make materials behave exactly as I tell them to, revealing their textures, density and behavior. And also because I'm a firm believer in sensory, direct communication: I believe in something as simple as showing, for example, a burger in a spectacular way, so you remember it.

But above all I like to look and to see: to close my eyes, picture an image and then make it real. That's it. Images of brands.

I've been doing this, better and better I think, for 20 years. I've worked for almost every brand, agency and production company.