Art Direction. Brand Identity. Concept Design. Art Direction. Brand Identity. Concept Design
Art Direction. Brand Identity. Concept Design. Art Direction. Brand Identity. Concept Design
Multidisciplinary creative working across brand design, art direction, and storytelling — blending conceptual thinking with hands-on execution across tech, fashion and culture.
My work spans from editorial campaigns and art direction to design, illustration and photography for global brands, always driven by distinctive visuals and a cross-functional approach.
Portfolio
Sisley Rebrand
Role: Creative Lead
Medium: Brand Design, Art Direction
Description: Over the years, Sisley had lost its relevance and appeal among younger generations. The challenge was to revitalize the brand through a holistic, 360° rebranding strategy. My creative approach began with an in-depth exploration of Sisley’s archives, drawing inspiration from its golden era and reimagining its essence for a contemporary audience.
As Global Creative Lead, I worked closely with the Managing Director and Marketing Director to develop impactful campaigns in collaboration with top-tier photographers, stylists, and models. I led the graphic design team in defining a new visual language for the brand and, together with the design department, reshaped the collections to resonate with the values and aesthetics of the new generation.
Law Of Attraction
Role: Creative Direction
Mediums: Full-funnel campaign, Editorial, Event Design, Retail Activation
To better connect with Gen Z, I developed a 360° campaign to launch Sisley’s Spring Summer 2023 collection. Centered around the playful concept Law of Attraction—a wink to our star, Iris Law—the campaign combined fashion and energy with a sense of cosmic seduction.
I led the creative direction for the campaign’s imagery, in-store experience, and event design, ensuring all elements orbited around the central concept with coherence and visual punch.
Deliverables included:
• ADV video & campaign imagery
• Dedicated landing page
• Fashion week event experience
• International print roll-out
S.Y — The Fragrance of Sisley
Role: Creative Lead
Mediums: Visual Identity, Campaign Imagery, POP Materials
S.Y is the olfactory extension of Sisley—an essence that distills the brand’s spirit into fragrance form. I led the creative direction for the brand identity, shaping a minimal, genderless world that resonates with Gen Z’s evolving idea of luxury.
In collaboration with our graphic design team, I developed the logo, visual system, and campaign imagery using generative AI to create an aesthetic that feels both futuristic and intimate. The result was a striking, cohesive presence across packaging, advertising, and point-of-purchase materials.
United Colors of Benetton.
Role: Creative Lead, Photographer
Medium: 360° Campaign, Print, Digital, Video
Description: After years of drifting away from its brand DNA, United Colors of Benetton invited me to design an advertising campaign that would reconnect with its iconic and distinctive visual language. Drawing from my mentorship with Oliviero Toscani—the legendary photographer who helped shape Benetton’s identity—I revisited one of the brand’s most recognizable signatures: the powerful imagery of large, multi-ethnic groups posed against stark white backdrops.
But this time, I wanted to give it new life. Collaborating with a street casting agency and stylist Anna Carraro, I assembled a cast of 27 real people—diverse in age, background, and expression—to bring genuine humanity and presence to the campaign.
The result rolled out across digital platforms, print, and city billboards.
Lunge
Role: Photographer
Mediums: Campaign Imagery, Outdoor, Digital
For the launch of LUNGE, I was invited to shoot its debut campaign. My goal was to bring energy, humor, and character into every frame—treating dogs like icons and their humans like part of the pack.
Shot in studio with a raw, editorial edge, the imagery was designed to blur the line between fashion and function, elevating pet gear to a lifestyle statement.
The result rolled out across digital platforms, print, and city billboards.
