A campaign doesn't start with a piece, it starts with an idea capable of sustaining the entire communication system. An idea born from the brief, that understands the context, interprets the audience and turns a brand objective into a creative concept with reach.
My work is to give shape to that concept and turn it into a recognisable, relevant and actionable campaign: from the creative territory, the key visual and art direction to the adaptation of pieces across print, digital, outdoor, social media, activations and promotional materials.
Advertising is not a science. It's persuasion. And persuasion is an art.
Bill Bernbach
I look for campaigns with a point of view of their own, capable of building awareness, generating recall and connecting with people without losing sight of strategy, positioning and message effectiveness.
I have worked on campaigns for brands, institutions and commercial projects, taking part in creative conceptualisation, claim definition, the building of visual universes, the development of graphic systems, art direction and multi-format adaptation to ensure coherence, impact and consistency across every touchpoint.