Products don’t need more content. They need a story.

The Input

One product, a set of static reference images and a single strategic insight.

“Most of life’s small disasters don’t need an expert, just the right tool.”

The Concept

A Western hero faces a chain of small disasters. He doesn’t need twelve experts — just JACK. The product promise becomes a cinematic character and the familiar “jack of all trades” phrase becomes the campaign idea.

My Role

Concept · Script · Creative Direction · AI Production · Editing · Sound Direction

The Input

A bold blood orange soda, its visual identity and a brief designed for a short-form commercial.

“Sweet, tart, and a little complex.”

The Concept

A dating app searches for someone sweet, tart, and a little complex. The algorithm takes the request literally and reveals VERO Blood Orange Soda as the perfect match.

My Role

Concept · Script · Creative Direction · AI Production · Editing · Sound Direction

The Input

An original luxury jewellery concept developed from scratch, combining creative direction, visual identity and cinematic storytelling.

“Elegance cannot be tamed.”

The Concept

Precious jewellery transforms into living creatures before returning to its crafted form, blurring the line between nature and design. A cinematic luxury campaign exploring beauty that refuses to be controlled.

My Role

Original Concept · Creative Direction · AI Production · Editing · Sound Direction