Award Winning
Technology Savvy
Bad Football Player
Integrated
Creative Director
Based in London

(Not your Usual) Summary

The Ben and Jerrys T-Shirt (or: How I came to realise that forks and knives are overrated)

Late October, I guess.
It was pouring.
I was on my way to an interview with Maurizio, the VP of Creative at MTV. Just for context, the year before, I had bought a Ben & Jerry’s T-shirt at a thrift store in Miami. My wife hated it. How could it not be amazing to wear something that’s blue, cloudy, and covered in cows?
Back in Rome, I sat inside my old Seat Ibiza, completely blinded by the fog on the windows and stuck in traffic. I had the dreaded shirt under a grey DC jacket.
17:52.
I entered the cafe, and he waved. Somehow, he knew it was me. I thought that someone who’s a VP must know everything. I didn’t bother asking.
I took off my jacket and sat down. He was staring at me with a quirky smile.
"Man...
That T-shirt...
The job is yours.
Let's chat."
I tend to think it was the first time a T-shirt got someone a job.

Fast forward to 2007, the end of my third year at MTV. I received another call, this time from my old boss, Rafael, VP of Creative at FOX Channels. There was a new Art Director opening at NATGEO Channels in Hong Kong, and he wanted me to take it. The Managing Director in Hong Kong would be in Rome the following week, and I agreed to meet him.
At dawn before the appointment, I got into the car. Not the Ibiza — it was wrecked years before, but that’s another story. I had my iPod and nothing could stop me. The trip was a delight, since a great part of it went through Tuscany. I arrived at FOX in Via Salaria. The MD, a funny guy in his early 50s, greeted me with enthusiasm as we sat down to talk. Toward the end:
"Do you live far from this office?"
"Well, kind of." (I then realized he thought I lived in Rome.)
"350 miles."
"What?"
"I live in Milan."
"We could have arranged a phone call!"
"I really want the job. I’ve never been to Asia, and it’s a big dream to work there."
"The job is yours." (I tend to think it was the first time a long trip got someone a job.)
"Where are you staying tonight?"
"I’m not. I'm going back after this."
"… Lunch?"
"Sure."

P.S.: A couple of months later, I was arriving in Asia for the first time with a one-way ticket. Few restaurants in Hong Kong have cutlery. Boy, is it fun to eat pizza with chopsticks.
P.S.2: Three years before that, I was arriving in Europe for the first time with a one-way ticket.

I love what I do and I’ll always go the extra mile (sometimes 350) to do it well (as long as I get to have fun).
I love bold statements. The T-shirt taught me that.
I hate the comfort zone. The Seat Ibiza taught me that.

Cannes Lions - Cyber - Silver
Cannes Lions - Mobile - Silver x2
Cannes Lions - Direct - Bronze
Cannes Lions - Mobile - Bronze
Cannes Lions - Cyber - Bronze
Cannes Lions - Shortlit - Titanium

Clio Awards - Virtual  / Augmented Reality - Silver
Clio Awards - Social Media - Bronze

LIA Awards - Non-Traditional - Bronze
LIA Awards - Digital - Bronze

D&AD - Digital Tools & Utilities - Wood Pencil
D&AD - Use of Online Advertising - Wood Pencil

The One Show - Digital / Websites, Mobile & Banners - Bronze
The One Show - User-Generated Content - Bronze
The One Show - Social Engagement / User-Generated Content - Bronze
The One Show - Utility - Merit
The One Show - Use of Technology - Merit

El Ojo de Iberamerica - Interactivo - Sitios y Micrositios de Bien Público - Gold
El Ojo de Iberamerica - Aplicaciones e Interactive tools - Silver
El Ojo de Iberamerica - Interactivo - Acciones en redes sociales  - Bronze
El Ojo de Iberamerica - Media - Plataformas digitales - Gold
El Ojo de Iberamerica - Media - Acciones en redes sociales - Gold
El Ojo de Iberamerica - Media - Medios Alternativos / Gold
El Ojo de Iberamerica - Media - PR - Bien Público - Bronze
El Ojo de Iberamerica - El Tercer Ojo  - Silver
El Ojo de Iberamerica - Innovation - Technology - Gold
El Ojo de Iberamerica - Mobile - Sitios-Microsites de Bien Público - Gold
El Ojo de Iberamerica - Direct - Acciones en redes sociales - Gold
El Ojo de Iberamerica - Media / Grand Prix
El Ojo de Iberamerica - Mobile - Silver
El Ojo de Iberamerica - Digital Production - Silver

Bass Awards - Best Commercial - Gold

El Sol - Medios -  Silver
El Sol - Promotional Marketing - Silver

Europe Music Video Awards - Innovation - Finalist

FWA of the Day (25/09/2009)