Call of Duty’s biggest social network isn’t Facebook or Twitter or Snapchat. It’s the game itself. There’s no better platform to reveal Activision’s next game in the Call of Duty series than the best-selling game of the year — Call of Duty: Black Ops III. Across the 72 hours the experience was live, millions took part from across the globe, driving fans crazy and creating Call of Duty’s biggest reveal of all time.

CANNES LIONS

Gold Lion / Cyber /  Innovative Use Of Social

ADC AWARDS

Gold Cube / Digital Experiences - Guerrilla / Stunts

Bronze Cube / Interactive - Games for Web or Social Media

NEW YORK FESTIVALS

Bronze / Digital Communications - Community Apps

Finalist Award / Digital Communications - Travel, Tourism & Leisure

THE WEBBY AWARDS

Experimental & Innovation (Nominee)

Best Use Of Social Media (Honoree)

THE SHORTY AWARDS

Winner / Best Use Of An Emerging Platform

Winner / Best in Games

Winner/ Best Use Of Gamification

Gold  / Best Use Of Facebook Video

THE DRUM AWARDS

Most Innovative Use Of Social

IAC AWARDS (INTERNET ADVERTISING COMPETITION)

Best Entertainment Social Media Campaign

CREATIVEPOOL

Social Buzz Award

ADWEEK'S PROJECT ISAAC AWARDS

Gaming Invention

ONE SHOW

Silver Pencil / Print

COMMUNICATION ARTS

Award of Excellence 

Arts Annual 55/2014

ONE SHOW INTERACTIVE MERIT + IN BOOK (WEB)

THE FWA SITE OF THE DAY (MICROSITE)

COMMUNICATION ARTS WEB PICK OF THE DAY (WEB)

ADWEEK AD OF THE DAY 

BEST ADS ON TV, CATEGORY INTERACTIVE, TOP 6

SHIELD can do almost anything—stream movies, play games, run apps, etc.  The idea was to show off those things during a 10,000 feet free-fall, proving the world that NVIDIA SHIELD was made to "Rule The Living Room."

Because NVIDIA is known for realistic computer-generated graphics, the film got people talking about whether or not the stunt was real.

It was freaking real. Jeff Provenzano had to smoke a lot of weed before getting on that plane. Somehow “crazy” doesn’t come natural to reasonable people.

The only things we faked were the footage on the flatscreen TV and the skydiving cat.

Creativity / Ad Of The Day

AdAge / Most Engaging Ads

World Star Hip Hop

Laughing Squid

I am one of the founders of the OrangeVest Movement.

We were born from the idea of ​​transforming the life jacket from a piece of equipment into a symbol of humanity and of fighting indifference, against the absurd campaign of criminalization of those who save lives in the Central Mediterranean. 

Follow us on Facebook and show us your support through our AR filter OrangeVest

We helped transform Zhangyuan, one of Shanghai’s most historic neighborhoods, into a cultural and interactive experience. In honor of the Year of the Snake, we reimagined Bvlgari’s iconic Serpenti motif through a blend of tech and heritage, creating and designing an immersive exhibition that captures the serpent’s mystique and universal appeal. The exhibition launched at the start of January 2025 to coincide with Lunar New Year.

Bulgari CEO Jean-Christophe Babin welcomed 350 guests to the event’s star-studded launch. Hollywood icon and Bulgari Global Ambassador Anne Hathaway, alongside Chinese superstar Liu Yifei. Other luminaries included Meng Ziyi, He Ruixian, and Li Yunrui, as well as Southeast Asian icons Cinta Laura Kiehl and Ho Ngoc Ha.

Please visit the CASE STUDY SITE to learn more about the project and the impact it had on the Alzheimer’s community.

How it was conceived

I am an hypochondriac with the habit of observation and one day at the office it was Alzheimer’s disease that was gnawing away at me. I was reading about the disease on Wikipedia when I glanced across our open-plan office and saw an illustrator throwing some sketches into the trash. There’s little knowledge about the benefit of coloring for those who suffer from dementia. Although color therapy has been prescribed since the early 1900, coloring is perceived as kid’s activity. Between the Alzheimer’s research and the discarded sketches, an idea emerged to make a coloring book for Alzheimer’s patients. So, I plucked 40 drawings out of the trash to create "Beautiful Minds".

Read on Muse by The Clio Awards how I recycled creative sketches and CAMPAIGN magazine how I turned trash into a coloring book to fight Alzheimer’s .

KYNDRYL | PRO

B2B clients are quite of a challenge. And if they are only one year old, they’re more than a challenge. They are a full-time commitment.

This is the case of Kyndryl, a company that spun off IBM and went public a little over a year ago.

Kyndryl helps manage, modernize and transform the vital systems the world depends on. In simple words, some of the biggest companies on the planet (Microsoft, American Airlines, Nokia, etc..) are able to function because of Kyndryl.

The newly-funded company is comprised of 90.000 highly-skilled professionals, driven by curiosity.

Before taking the reins of the account as Global GCD, the brand used stock images, stock footage and stock-B2B-everything.

I started working side-by-side with Kyndryl’s executive team (CMO, CEO & VP Marketing), co-creating, co-building and co-bringing a new vision to life. While doing so I discovered buckets of empathy everywhere, and an unmatched determination and willingness to create better content.

So, we spent 9 months working on the launch of Kyndryl’s first global campaign.

The PRO framework is built upon the insight that to create Progress you need to be PRO something.

The campaign launched globally with a 2-minute film, written by me and directed by Amit Gupta (Google, Airbnb, Go Daddy, etc…)

The film is centered around the power of curiosity that sparks the most vital need inside each of us.

We traveled to Vancouver and shot for 5 long days. The cast featured 4 protagonists and 60 extra. We had 26 set ups, and multiple outdoor locations.

The original score was compose by Duotone. I personally worked with them to develop the musical phrasing.

OOH, Digital OOH and special Installations appeared all over the globe, thanks to the global team at Mindshare.

I helped fund a startup.

I named it Invisible Cities because I am obsessed with Italo Calvino. But that’s another story that traces back to my high school years.

Instead, this story begins in June 2022.

Invisible Cities is an Innovative Italian VR company owned by Arsenal 23 and that conceived an immersive journey among the wonders of Ancient Rome.

What makes this immersive experience so unique is that there are no headsets. Instead, Invisible Cities uses large transparent 4K OLED screens installed in front of every window on the bus to deliver immersive 3D content.

Using the curtains attached to each “window”, this magical school bus will teleport you back in time to ancient Rome. When the curtains open, passengers see a contemporary view of their surroundings. When lowered, they are immediately transported 2,000 years into the past to ancient Rome.

Along with the 4K OLED screens, the bus is also equipped with a three-axis accelerometer, magnetometer, velocimetry, and surface laser that all come together to capture and record every bump, turn, and speed of the bus.

Digital speakers on the bus provide a realistic audio experience that makes you think you’re driving through a crowd of ancient Romans, while a network of small vents release scents of frankincense, myrrh, charcoal, Guaita wood, birch and vetiver grass as you pass temples, and hints of metallic aldehydes, civic musk and cumin as you pass the Colosseum.

The price of the tour is € 15.00 for the full ticket and € 10.00 for the reduced ticket, and it is possible to book on-line by the Vrbus Roma website.

Yes, I can get you a discount.

I co-wrote and shot the one and only documentary on the Assassin's Creed video game franchise called “Code Name: Victory”, in collaboration with Lisanne Pajot and James Swirsky (directors of the cult movie "Indie Game") . It aired on May 12th, 2015 during the World Premiere Event for the release of the new Assassin's Creed game, AC Syndicate.

read more on FAST COMPANY  

Fun fact: The worldwide tagline for the launch of the new game is “JOIN THE FAMILY”. It was written by me in a secret attempt to honor my dad who - for the last two decades and a week before Christmas - has been calling from a little town in Italy to remind me that “it’s that time of the year to join the family again, son”. I never voiced this to any of the executives at Ubisoft. But if you are one of them and you happen to be reading this, now you know it.

Toyo Tires was an account that we won fair and square. The pitch process was quite perfect and the chemistry bells ran loudly and clear, so the client sealed the deal in 48 hours. Fun fact: the presentation costed me 4 bottles of water (yes, it was that hot in Cypress, CA). Next thing I knew, I was handed the “content command” of the brand and so I became “almost” stationary in Las Vegas, Nevada and Charlotte, North Carolina, respectively working with BJ “Ballistic” Baldwin and Robbie Gordon. I followed them through their races, I interviewed them, I filmed them and I brainstormed with them to build their personal brands, under the name of Toyo. During the 2014 Dakar Rally, we created the “Meet The Unexpected” content platform that became the bucket where all the coolest things to watch ended up. Let me tell you, the Dakar is a hell of a race where the mark between life and death is as thin as a slice of onion chopped by a 5-star Michelin chef. The task was to introduce the only two American drivers to the international rally community and follow them through the stages of the race, creating content on the go, filming and editing on the same day, short and long term content, and everything in between. We were under a lot of pressure but, as you can imagine, we learned how to thrive on pressure and became adrenaline junkies. “Meet the Unexpected” led the way for “We Are Toyo. All or Nothing”, another content platform we conceived to to help the brand grow beyond the North American market. What you are seeing in this section is only a fragment of the content that was produced over the years. Needless to say, the work Toyo Tires left a mark on me.

These ASICS films come with a string of feelings attached. Not just because I created “cinematographic” training sessions for each of the athlete and fell in love with CrossFit, but because I watched both films go on air during the NBA finals, and for two years in a row.

*About The Pigeon Workout

When I presented this workout to the people at ASCIS, they found it fascinating. The workout didn’t exist (it had been in my head for many years) and after the commercial went on air, it created a bit of a buzz. ASICS runners contacted the HQ to inquire about the workout, asking if there were any racing pigeons available. Riding the wave of the momentum, ASICS created a line of running shoes with the emblem of the pigeon printed on the soles, and a limited series of running shirts with the pigeon on the front.

featured on THE NEW YORK TIMES

Selected Film - Lürzer's Archive, Vol. 1-2018

Featured as "Ad of the Day" on Boooooom TV, Canada’s highest traffic art blog and #3 on Top 100 Art Blogs Every Artist Must Read.

We built a 16-foot-tall wooden horse that actually doubles as a personal trainer–complete with rope climb, pull-up bar, Olympic rings and more–and dishes out prizes to those taking part. Since crashing the California beach scene, the fitness-focused beast has veered its way north to Los Angeles, where it planted itself in front of the Staples Center during the ESPY Awards and was the main attraction at the World Series of Beach Volleyball.

 (CBS News, FOX News, ESPYS coverage)

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