/ commercial storytelling

/ role

creative strategist, art director, production designer

i lead end-to-end video campaigns that support enterprise sales cycles for global retail and consumer brands, defining creative direction that translates complex value propositions into clear, compelling commercial storytelling.

the concepting process starts with grounding the narrative in the commercial objective: what does the sales team needs to achieve? what is the audience’s mindset? are there any friction points in the buying journey?

from there, i explore multiple creative routes, often building around a central metaphor or visual device that can carry technical depth without overwhelming the viewer. this involves rapid ideation, scripting and visual referencing. the goal is to land on a simple, memorable idea that holds under complexity and gives the story a distinct point of view.

i own production design and visual direction from concept through shoot, setting art direction, set design, and overall visual coherence to ensure the narrative translates seamlessly into execution. working closely with producers and filmmakers, i align every visual element with the core idea, so the final output feels both intentional and commercially effective.

below are extracts from a few videos for global retail brands. more available on request.