AT THE BEGINNING THERE WAS PHOTOGRAPHY
In 1985, during one boring spring day, I started playing with my mother’s Canon A1, exploring the world around me with the help of some films and a 50mm 1:1.2 lens.
In those years I was spending the most of my time dreaming with open eyes about the connection between time, people and places: my future life.
Honestly, I’ve never been very good at drawing and that’s the reason why writing and, after few years, photography, were the only way I used to express myself and to visually fix my thoughts and emotions.
Everything started with a few wrong pictures of the closest things to me: my hands, my feet, my room, me trough a mirror, my parent’s house, my parents, the street were I lived…
Year after year my pictures were improving, growing as my need to expand the knowledge of the world, always trying to freeze my instant feelings instead of frames of my life.
FILM STILLS VS VIDEO VHS
Somehow in the next years, photography became something more familiar to me and it started to become my job. My personal curiosity, in terms of research, fell on video. Being able to use so many elements to narrate an idea was simply irresistible.
In 1994 I started to work as photographer in a studio and in 1996 I started to work at Elite Milano taking care of the Imagery dept.
During those years I started to connect in a strong way with fashion and started researching and studying as a video director, experimenting not only the language of storytelling but also the amazing world of analogic visual effects.
THE LAST 10 YEARS, HISTORY REPEATING
In 2005 the research with video was strong enough to start extending my project for clients also as a director, so I started to research on interaction design for the web, on photorealistic 3D and on the potential of sensors for interactive videos.
In 2007 my professional life had a deep change, once again. The potential of the integration offered by the web and social networks, the growing speed of Internet, the compression of music and videos, the common use of flash. All the IT Infrasctructure, all those elements opened to me a world of new ways to express visual storytelling and brand engagement projects for clients.
Since 2008 the concrete expression of this research is visible in an award winning company called SOULDESIGNER™ founded by me and participated by some really talented professionals.