Art direction means deciding what the viewer will feel, before they even look.
Art direction means deciding what the viewer will feel — before they even look.
Art direction is the invisible work that makes a project unforgettable. It comes before everything: the shoot, the render, the edit. It defines the palette, the light, the rhythm, the typography, the distance to the camera. It is the coherent system in which every creative decision can take its place without contradiction.
I work as an art director on video projects, still campaigns and brand identities. My natural territory: worlds where luxury meets tension, combining clinical beauty, nocturnal aesthetics and emotionally charged minimalism.
My method
Before the first file is opened, there is a framing phase: understanding the brand's intention, identifying what it does not want (often more revealing), and finding the right tone — between a recognisable signature and a calculated surprise.
The art direction deliverable includes a visual bible, a colour palette, annotated film references, typical framing for key shots, lighting guidelines and, when relevant, 3D previsualisations or animatic storyboards.
What I don't do
I don't reproduce references. I build a point of view. If the brief asks for "like Nike but luxury" or "a bit Dior but accessible", that is exactly where the creative conversation begins — to define a unique signature.
