Here’s the truth:
I’ve been working since I was born.
No, this is not a sad story about child labour. It’s more about an immediate fascination with telling and writing stories — and jokes, and everyday survival strategies, and lies (mostly harmless ones).
At seven, I created the class newspaper. At twelve, I conviced my sister that “marlonbrando” was a verb in the continuous tense. At fifteen, I wrote thirty-eight short stories. At seventeen, I started using them in my romantic attempts. At twenty-two, I pretended to be a dorayaki chef without knowing anything about it, while I was graduating in Political Science.
At twenty-five, I turned this obsession into a job.
Along the way,
I discovered a good story is not enough.
It needs to know where it’s going, who it’s talking to, and why anyone should care. That’s where strategy comes in. Strategy finds the point of view, the tension, the reason to exist. Storytelling turns it into something people actually want to watch, read, share, or remember.
That’s why, for me, strategy and storytelling have never been two separate things.
Like music and lyrics: one brings out the best in the other.
Today,
I’m the Creative Director of Dilemma.
Where I lead a 20+ person creative team and oversee multiple projects from early thinking and brainstorming through writing and production. I work across strategies and campaigns, providing creative supervision and collaborating with professionals inside and outside the agency to shape ideas from the first intuition to the final execution. Over the past 15 years, I started as a copywriter and progressively moved from creating work to leading creative development at scale.
But I’ve never stopped writing. Because apparently, I still haven’t found a better job.
As for the boring stuff:
2020 — Creative Director at Dilemma
2018 — Senior Copywriter at Connexia
2012 — Copywriter at Cayenne
June 2000 — Professional Grape Thinner
Random words about me:
〰️
CHESS
〰️
PEOPLE WATCHING
〰️
DYSTONIA (my body moves involuntarily)
〰️
GOOD MOVIES
〰️
TRASH MOVIES
〰️
UNSETTLING BOOKS
〰️
HATE SMALL TALKING
〰️
LOVE LARGE THINKING
〰️
OZIO CREATIVO
〰️
TRAVEL JUST TO EAT
〰️
BORN BY THE SEA
〰️
CAN'T SWIM
〰️ CHESS 〰️ PEOPLE WATCHING 〰️ DYSTONIA (my body moves involuntarily) 〰️ GOOD MOVIES 〰️ TRASH MOVIES 〰️ UNSETTLING BOOKS 〰️ HATE SMALL TALKING 〰️ LOVE LARGE THINKING 〰️ OZIO CREATIVO 〰️ TRAVEL JUST TO EAT 〰️ BORN BY THE SEA 〰️ CAN'T SWIM