Italian. 56 years old. Currently living between Amsterdam (NL) and Rome (Italy). I am the director and founder of THE SOON INSTITUTE – an observatory and research centre on the near future - where together with a group of collaborators and inventors I experiment new forms of communication for global brands.

Previously to that I was the CCO of Euro RSCG Netherlands and member of the Worldwide Board of Creative Directors of HAVAS Group; and for a short period I joined FABRICA (Benetton’s Communication Research Centre) as the Creative Director of COLORS MAGAZINE (the iconic magazine founded by Oliviero Toscani). In my long and strange career in advertising agencies (Mc Cann Erickson, W+K, DDB, 180 Communications, KesselsKramer, HAVAS...), I’ve been responsible for the creativity of several advertising global campaigns for companies of the like of Volvo (as European Creative Director), Diesel Jeans, Nike, adidas (as Worldwide Creative Director), and Volkswagen/Audi to name a few_

During this time, my work have won several international awards. Amongst these there are the 13 Lions at the Cannes Advertising Film Festival (including the prestigious Titanium Lion - awarded to the most innovative campaign of the year - for the Life on Board campaign made for Volvo Cars).

Aside my work at The Soon Institute, I am also a lecturer for international universities and guest speaker at various conferences around the world on the themes of social innovation, experimental communication and Design Thinking ; I am often asked to talk about my personally developed philosophy named Phosphorescent Thinking.

For six years (2014 to 2020) I’ve been Visiting Professor at the Polytechnic of Turin where I held a course in IDEAS ENGINEERING. A course designed to stimulate students (in Engineering and Architecture), to go beyond the given grid of rules and notions and starts to imagine what they didn’t even think it was imaginable. Since a few years I also began a collaboration with Eni University for which I’ve designed an experimental MBA course called CHEMISTRY OF IMAGINATION. Two new courses in

EMOTIONAL GEOMETRY and IMAGENETICS are on the way. I publish artists books through my own publishing company (THE SOON INSTITUTE

PUBLISHING HOUSE) which is dedicated entirely to the crafting and the publishing of what I call “difficult books” (difficult to read, find, buy...), books that challenge the habit to sell books as a commodity; also, since few years I embarked in a personal art project on

PARALLEL BOTANY (I draw imaginary flowers that grows in that messy garden that is my mind; to each flower it’s given a scientific name and then are classified into a taxonomy).

My latest projects are:

- PHOSPHOR CITY, a utopian city designed by following the principles of the phosphorescent thinking. In essence, a collection of futuristic conceptual projects for a new bank, a new school, a new airport, a new public park, a new bridge, a new sewage system...

- I.C.C.A. (acronym for Impresa di Costruzioni di Castelli in Aria), a construction company specialized in developing “castles in the sky” (dream projects) for commercial companies, public institutions, universities, political parties and so forth.

- THE PHOSPHORESCENT ROOM, a Centre for Studies on Imagination. An initiative that aims to bring back energy, quality, and ambition to everyone’s imagination through a series of researches, courses, brainstormings, events and workshops (for more info visit @the_phosphorescent_room Instagram page).