“Do you recognize perhaps, also you, now, that a minute ago you were another?”
Luigi Pirandello – One, No One and One Hundred Thousand
Hi, I’m Stefano, a Milan-born Senior Creative and Art Director based in Amsterdam.
For nearly two decades, I’ve worked across agencies, production studios and in-house teams, moving between creative direction, art direction, design and production while staying close to the craft.
My work sits at the intersection of ideas, visual storytelling and execution.
I’ve developed brand identities and campaigns, written and pitched concepts, directed photography, film and CGI, built digital experiences, and created visual systems for brands including Lipton, Pepsi, KFC, Heinz and Cooler Master.
Over time, my role has expanded beyond creating individual pieces of work into shaping the environment that makes good creative possible. Today that means leading multidisciplinary teams, defining creative standards, building design systems, improving creative operations and translating brand and business strategy into work that can scale across markets and channels.
But I remain hands-on by nature.
I like ideas that survive contact with production. Systems that actually get used. Technology that expands what creatives can do rather than replacing the thinking behind the work. Generative AI is simply the latest addition to a toolkit built through years of design, art direction, photography, film and digital experimentation.
I’ve never been particularly interested in fitting neatly into one box. What connects everything is a consistent approach: strong ideas, clear visual thinking and attention to craft.
This portfolio is where those pieces meet.