Creative Direction
Memory is a space in dispute. That's why I chose to work with narratives. My path began in television, in the late nineties, and has spanned almost three decades of audiovisual work across advertising, documentaries, television and personal projects. Along the way I passed through the editing room, direction, actor coaching, motion design and post-production. I've never seen these areas as isolated disciplines. They all answer the same question: how does an idea take shape, rhythm and meaning? Today I develop projects from concept to final finish. Research, script, direction, editing, animation and finishing are all part of the same creative process. Movement is the consequence of a well-built structure. Images are the molds of our memories.
Every narrative begins before the camera. Investigating the context, understanding the problem and finding the right language are part of the creative process. Research isn't just about gathering references; it guides the decisions made throughout the entire project.
Direction means defining how a story will be perceived. Rhythm, framing, cinematography, editing, movement and silence work together to guide the eye and build meaning. Nothing happens by accident.
A good process creates space for good decisions. Organization, standardization and planning reduce friction, avoid rework and keep the energy where it really matters: in the creation.
Post-production is where all the layers come together. Editing, motion design, composition and finishing transform isolated materials into a single experience. Technique exists to serve the narrative, never the other way around.
Here are some of the works that best represent how I think and build image.
Every project carries a reasoning behind it. A clear intention about what should be felt, understood and remembered. My interest has always been to integrate narrative and motion design organically, without letting technique show more than the idea. When movement has purpose, it doesn't distract. It drives the narrative.
Rhythm and technical precision walking side by side.