Set design is an important part of the shooting; I usually work using moodboards that allow me to define, together with the client or the advertising agency, the best solution, from the more general and creative aspects to the smallest and sometimes invisible details. I really love to play with objects, shapes, colors, textures. I can paint backdrops and props according to specific needs; my skills in the pictorial-artistic field allow me to use even more complex techniques, such as that of faux marbles. I’m also an art buyer and have many trusted suppliers. What I try to do is to evoke emotions and create empathy with the viewer. Behind a product there’s always a story to tell, behind a brand there are always people doing their job with love and passion.
Photography has the power to focus on material details and tell about values and philosophy at the same time.