Creative Director

The work is rarely
the hard part.

Getting a complex creative idea through a corporate client, across three markets, in a language that isn't yours — that's the hard part. I've spent over twenty years doing exactly that: directing work at the intersection of brand strategy, spatial experience, and digital media, across Europe and Asia.

I'm not an agency. I'm the person agencies bring in when the brief needs a senior creative face — and the person mid-sized brands call when they need international-grade thinking without the overhead of a large agency structure.


How I work

Selected work
Intelligo XR Clinic — XR research platform for automotive brands
ResearchXRDataIn2real
Research · XR · Data
2026
Intelligo — XR Clinic
Research · XR · Data · 2026
A multi-tool market research platform for automotive and motorbike brands — where XR is one layer of a broader data acquisition system. Puts test subjects inside simulated product environments, capturing behavioural responses that traditional research methods can't reach.
ResearchXRDataIn2real
Intelligo — XR Clinic
Research · XR · Data · 2026
A multi-tool market research platform for automotive and motorbike brands — where XR is one layer of a broader data acquisition system. Puts test subjects inside simulated product environments, capturing behavioural responses that traditional research methods can't reach.
HVV × UITP Urban Mobility Pavilion — spatial experience Hamburg 2025
Spatial experienceMedia architectureLuxoom
Conference installation
Hamburg · 2025
HVV × UITP — Urban Mobility Pavilion
Spatial experience · Media architecture · 2025
HVV needed a presence at UITP Hamburg that could hold its own against the scale of global transit operators. We designed a pavilion where content and architecture were the same thing — projection-mapped surfaces that turned HVV's mobility data into an immersive spatial narrative.
Spatial experienceMedia architectureLuxoom
HVV × UITP — Urban Mobility Pavilion
Spatial experience · Media architecture · 2025
HVV needed a presence at UITP Hamburg that could hold its own against the scale of global transit operators. We designed a pavilion where content and architecture were the same thing — projection-mapped surfaces that turned HVV's mobility data into an immersive spatial narrative.
BMW Kinetic Pixel Curtain — product launch Zurich 2019
Product launchMedia architectureKinetic installationLuxoom
Product launch
Zurich · 2019
BMW — Kinetic Pixel Curtain
Product launch · Media architecture · 2019
For the VIP launch of the BMW X7 and 8 Series Convertible in Zurich, the reveal moment had to match the premium weight of the models. We designed a kinetic installation — 36 individually motorized disc pixels — that choreographed light, motion, and projection into a theatrical curtain.
Product launchMedia architectureKinetic installationLuxoom
BMW — Kinetic Pixel Curtain
Product launch · Media architecture · 2019
For the VIP launch of the BMW X7 and 8 Series Convertible in Zurich, the reveal moment had to match the premium weight of the models. We designed a kinetic installation — 36 individually motorized disc pixels — that choreographed light, motion, and projection into a theatrical curtain.
Paola Lenti realtime 3D web configurator system
3D ConfiguratorCGIDigital CommerceIn2real
Digital experience
Global · 2023–2024
Paola Lenti — Realtime Web Configurator System
3D Configurator · Digital Commerce · CGI · 2023–2024
Led the full concept and implementation of a realtime web configurator system for one of Italy's leading outdoor furniture brands — giving their global sales force a single source of truth across all markets. Custom material library with 32 finish families and 3,500+ colours.
3D ConfiguratorCGIDigital CommerceIn2real
Paola Lenti — Realtime Web Configurator System
3D Configurator · Digital Commerce · CGI · 2023–2024
Led the full concept and implementation of a realtime web configurator system for one of Italy's leading outdoor furniture brands — giving their global sales force a single source of truth across all markets. Custom material library with 32 finish families and 3,500+ colours.
Triumph Motorcycles official CGI asset system — global 2017 to present
CGIConfiguratorIn2real
CGI · Global
2017–present
Triumph — Official CGI Asset System
CGI · Configurator · Global · 2017–present
Triumph needed photorealistic CGI assets that could serve press kits, campaigns, configurators, and social content — simultaneously, consistently, at scale. Since 2017 we've built and maintained the complete visual asset system for every model in their range.
CGIConfiguratorIn2real
Triumph — Official CGI Asset System
CGI · Configurator · Global · 2017–present
Triumph needed photorealistic CGI assets that could serve press kits, campaigns, configurators, and social content — simultaneously, consistently, at scale. Since 2017 we've built and maintained the complete visual asset system for every model in their range.
CLAAS Easy Experiences — experiential trade fair Europe
ExperientialTrade fairLuxoom
Experiential · Trade fair
Europe
CLAAS — Easy Experiences
Experiential · Trade fair · Europe
CLAAS's digital products are powerful but opaque — farmers at trade fairs rarely have the patience to understand them. We designed the Easy Experiences: a system of print walls and precisely mapped projections that unfolds short, benefit-driven stories directly on the stand.
ExperientialTrade fairLuxoom
CLAAS — Easy Experiences
Experiential · Trade fair · Europe
CLAAS's digital products are powerful but opaque — farmers at trade fairs rarely have the patience to understand them. We designed the Easy Experiences: a system of print walls and precisely mapped projections that unfolds short, benefit-driven stories directly on the stand.
Humboldt Forum 250 Years Young — projection mapping Berlin 2020
Media architectureProjection mappingLuxoom
Media architecture
Berlin · 2020
Humboldt Forum — 250 Years Young
Media architecture · Projection mapping · Berlin · 2020
A 16-minute projection narrative mapping the life of Alexander von Humboldt across 115 metres of the Humboldt Forum east facade in Berlin. Content research, design, animation, and production — entirely in-house.
Media architectureProjection mappingLuxoom
Humboldt Forum — 250 Years Young
Media architecture · Projection mapping · Berlin · 2020
A 16-minute projection narrative mapping the life of Alexander von Humboldt across 115 metres of the Humboldt Forum east facade in Berlin. Content research, design, animation, and production — entirely in-house.

Clients & brands
BMWMercedes BenzPorscheBentleyRange RoverHVVCLAASTriumph MotorcyclesRoyal EnfieldBiotronikStiftung Humboldt ForumSamsungOMP GroupBosch RexrothArchiproductsRegione ToscanaUniversità di SienaPaola LentiCapezzanaDynamo Camp

Studios

When a project needs serious production firepower, I bring in the right studio — depending on the discipline, scale, and geography of the brief.

In2real
Co-founder · Creative Director
CGI production, 3D configurators, XR, and immersive digital brand experiences. Florence · Milan.
in2real.com ↗
Luxoom
Design Director
Spatial design, media architecture, experiential marketing, and brand-led immersive environments. Berlin · Florence · Shanghai.
luxoom.com ↗

Thinking
AI as facilitator — why creative direction can't be automated, only accelerated
On the real workload shift that generative tools create, and why the hardest decisions are still human. LinkedIn series, 2024–2025.
Distributed leadership as survival condition, not philosophy
Ten years coordinating remote creative teams across time zones. What that actually taught me about organizational trust. 2025.
The brief is always wrong — how to fix it before you start
A working method for reframing client problems upstream, before the first concept is drawn. In progress.
Follow on LinkedIn →

Contact

Available for senior creative engagements — from upstream strategy to full campaign execution. If the brief is complicated, that's usually a good sign.