I don't come from tech.
I spent years in beauty and luxury: the care, the details, the demanding client, I came to know them from the inside. Then came marketing, to grow and truly understand how brands speak. And finally AI, when I saw the leverage it gives to those who know how to guide it.
I always wanted to give shape to the worlds I imagined, but I lacked the right tool. Today that tool exists, and I put it at the service of brands: not technology for its own sake, but an idea that becomes an image, and that sells.
Three stages, one direction.
Beauty & luxury
Years in beauty and in the spas of luxury hotels. The care, the details, the demanding client: I came to know them from the inside. That's where I trained my eye.
Marketing & communication
To grow and get noticed, I studied how brands communicate. A craft within the craft, which today lets me understand what the person in front of me really needs.
Artificial intelligence
The leap. I saw the leverage AI gives to those who know how to guide it, and I built my studio around it: production quality, without the costs of a production.
My approach to AI.
Six principles that guide every project.
AI is the brush, not the brain
The ideas, the direction and the choices stay mine. AI is the tool that brings them to life.
From idea to form, faster
What once required a crew, a set and weeks is now done in far shorter time and at far lower cost, without giving up quality.
Transparency
I don't hide the use of AI. I prefer a clear relationship: the result counts, and how you get there counts too.
It doesn't remove work, it shifts it
Less technical execution, more thinking: strategy, creative direction and constant research on tools that evolve every month.
Crafted, not churned out
AI can do a lot, fast, but go for quantity and it shows: you get that generic look everyone recognizes as "made with AI". I prefer to do few things and do them well, refined down to the details.
Tailored to your brand
When I work for a brand I keep everything consistent: the same style, the same face, the same tone across every piece. Not scattered, disconnected images, but a recognizable identity that people associate with you.
UNSEEN
The short film that took me among the ten finalists of the AI for Good Film Festival in Geneva, July 2026. It tells the story of a blind painter who, thanks to AI, accesses her own colors for the first time.
I made it entirely with AI precisely so as not to use the face or voice of a genuinely visually impaired person: the medium is the message, AI as access, not as a shortcut. It's the same idea I bring to my work for brands.
See the work →