Creative leader con vent’anni di esperienza tra product design, digital media e pubblicità, gli ultimi dieci alla guida di team creativi in agenzia. In Leo Milano (già Leo Burnett) guido l’innovazione creativa per McDonald’s e Ferrero, trasformando i brief in cose che le persone usano: un packaging che diventa un tavolo, un laboratorio in app dove l’AI generativa fonde due panini, una canzone che si capisce solo dopo aver ordinato un Big Mac. Le campagne a cui ho lavorato hanno vinto 17 premi, tra cui Cannes Lions, D&AD, One Show, Clio, due Gold a Eurobest e tre Effie. Giurato a Eurobest 2025 e agli ADCI Awards 2026; docente allo IED Milano dal 2022.
- 20anni tra design, digital media e pubblicità
- 17premi tra cui Cannes Lions, D&AD, One Show, Effie
- +18%ordini in app McDonald’s con TableToGo
- +25%vendite a valore Dash Pods in sei mesi
Direzione creativa · Innovazione e creative technology · AI generativa in produzione · Piattaforme di marca · Campagne integrate ed esperienziali · Esperienze digitali e in app · Social e creator · Guida dei team · Gare
Esperienze
Leo (già Leo Burnett Italia) · Milano
Creative & Innovation Leadlug 2023 – oggi
- Guido l’innovazione creativa dell’agenzia: idee che uniscono marca, prodotto e tecnologia, seguite dal concept alla produzione fino al lancio, soprattutto per McDonald’s e Ferrero.
- McDonald’s · Frankenstein Burger Lab (2025). Esperienza di Halloween nell’app McDonald’s: si scelgono due prodotti del menu e l’AI generativa li ricuce in una creatura firmata e condivisibile. Oltre 50 combinazioni, legate a un’offerta del 50% e spinte da digital, social e affissioni con QR code. Due shortlist agli ADCI Awards 2026.
- McDonald’s · “Tutto per il dip” (2026). Lancio delle McCrunchy Chicken Strips costruito su un gesto italiano, tra film, affissioni, un Branded Buzz su TikTok e un’anteprima stampata sul fondo delle vaschette di salsa.
- Ho guidato la creazione della piattaforma di marca McDonald’s “I’m lovin’ it Italy”; ho contribuito al riposizionamento di McCafé “Dove è bello ritrovarsi”; lanci tra cui Spicy Chicken McNuggets e Big Tasty. Per Ferrero: Kinder Sorpresa “Messaggi” e Kinder Fetta al Latte “#abbracci”.
Digital Creative Supervisorgen 2020 – giu 2023
- Ho guidato il team creativo digital per McDonald’s, Samsung, Fiat e Kinder, allineando strategia ed esecuzione digitale alla visione creativa dell’agenzia; progetti con AR, VR, AI e gamification.
- McDonald’s · TableToGo (2023). Packaging in edizione limitata che trasforma i paracarri di Milano in un tavolo per due durante la Design Week, ordinato con QR code nell’app McDonald’s. Sold out; +18% di ordini in app; 2,5 milioni di visualizzazioni organiche in 12 ore. Cannes Lions, D&AD, One Show, Clio, due Gold a Eurobest.
- McDonald’s · The Undefinable Big Mac (2022). Con il rapper Ghali, una canzone volutamente incomprensibile, decifrabile solo con la card QR servita con ogni Big Mac. Argento ADCI, Integrated.
- Ho gestito i partner di produzione digitale e avviato il programma di formazione digitale per il reparto creativo.
Enfants Terribles · Milano
Deputy Creative Directorago 2017 – dic 2019
- Vicedirezione creativa su P&G, AXA, Penny Market e Deutsche Bank tra TV, digital, stampa e punto vendita; presentazione e difesa del lavoro con i clienti.
- P&G · Dash “Io POD, e tu?” Con Francesco Totti, uno spot TV e una video strategy in sei film: +25% di vendite a valore in sei mesi e brand linkage e ricordo più alti di sempre per Dash. Grand Prix NC Awards ed Effie Gold, 2019.
Hallelujah · Milano
Head of Digitaldic 2015 – lug 2017
- Ho guidato un team digital di cinque persone e sono stato il responsabile digital dell’agenzia su un ampio portafoglio clienti, P&G in primo luogo.
DJ Mag · Londra
Media Directordic 2011 – dic 2015
- Ho guidato la strategia media e dei contenuti della rivista internazionale di musica elettronica sulle sue piattaforme digitali; responsabile del team media, con i dati di performance a orientare contenuti e campagne. Finalista Best Music Magazine ai Digital Magazine Awards 2014.
Prime esperienze2006 – 2013
- Industrial Designer in Studio Bertoli Design&partners (2008–2013); Graphic Designer e poi Art Director in Digiworld (2006–2008, 2011–2013); creative e web design da freelance per Waterloop e Golf Club Lignano (2009–2013).
Premi principali
- ADCI AwardsShortlist, Digital Experience & Innovation – Mobile App and Gaming · Shortlist, Promo & Direct – Promo: Digital e Social Media DrivenFrankenstein Burger Lab2026
- Cannes LionsBronzo, Creative CommerceTableToGo2023
- D&ADGraphite Pencil, Packaging Design · Wood Pencil, ExperientialTableToGo2024
- One Show2 Bronze PencilTableToGo2024
- Clio Awards3 Bronzi: Design, Direct, Out of HomeTableToGo2024
- EurobestOro, Creative Commerce · Oro, Brand Experience & Activation · Argento, OutdoorTableToGo2023
- EffieBronzo, Brand ExperienceTableToGo2024
- EffieOro, Branded Integration20° Crispy McBacon2021
- EffieOro, RenaissanceIo POD, e tu?2019
- ADCI AwardsArgento, IntegratedThe Undefinable Big Mac2022
- NC AwardsGrand Prix · Oro, Miglior campagna olisticaIo POD, e tu?2019
Giurie, talk e docenza
- GiuratoADCI Awards 2026 — Digital Experience & Innovation: Social & Creators
- GiuratoEurobest 2025 — Creative Data & Innovation
- DocenteIED Milano — “Fenomenologia dei new media”, dal 2022
- RelatoreWMF – We Make Future 2026, Bologna — tavola rotonda “Who am AI?”
Formazione
- Laurea Magistrale in Strategic & Product DesignPolitecnico di Milano2006 – 2008
- Laurea Triennale in Product DesignPolitecnico di Milano2003 – 2006
- Corso di Project Management AgileChoralia Comunicazione2021
- Diploma di perito informaticoITIS Stanislao Cannizzaro2003
Competenze e lingue
- Leadership creativadirezione creativa, piattaforme di marca, campagne integrate ed esperienziali, gare, guida e crescita dei team
- Creative technologyAI generativa per concept e produzione (Midjourney, prompt design), esperienze digitali e in app, AR/VR, computer vision, gamification, prototipi in HTML, CSS e JavaScript
- DesignAdobe Creative Suite, Figma, Sketch; product e packaging design
- Lingueitaliano (madrelingua); inglese (professionale, TOEFL; quattro anni di lavoro a Londra)
Creative leader with twenty years across product design, digital media and advertising, the last ten leading creative teams in agencies. At Leo Milan (formerly Leo Burnett) I lead creative innovation for McDonald’s and Ferrero, turning briefs into things people use: a package that becomes a table, an in-app lab where generative AI fuses two burgers, a song you can only understand after ordering a Big Mac. Campaigns I worked on have won 17 awards, including Cannes Lions, D&AD, One Show, Clio, two Eurobest Golds and three Effies. Juror at Eurobest 2025 and ADCI Awards 2026; lecturer at IED Milan since 2022.
- 20years across design, digital media and advertising
- 17awards incl. Cannes Lions, D&AD, One Show, Effie
- +18%McDonald’s app orders with TableToGo
- +25%Dash Pods value sales in six months
Creative direction · Innovation & creative technology · Generative AI in production · Brand platforms · Integrated & experiential campaigns · App & digital experiences · Social & creator content · Team leadership · Pitches
Experience
Leo (formerly Leo Burnett Italia) · Milan
Creative & Innovation LeadJul 2023 – present
- Oversee creative innovation across the agency: shape ideas that combine brand, product and technology and take them from concept through production to launch, mainly for McDonald’s and Ferrero.
- McDonald’s · Frankenstein Burger Lab (2025). Halloween experience in the McDonald’s app: users pick two menu items and generative AI stitches them into one signed, shareable creature. 50+ combinations, tied to a 50% offer and driven by digital, social and QR-enabled out-of-home. Shortlisted twice at the ADCI Awards 2026.
- McDonald’s · “Tutto per il dip” (2026). Launch of McCrunchy Chicken Strips built on an Italian hand gesture, across film, out-of-home, a TikTok Branded Buzz and a teaser printed on the bottom of the sauce cups.
- Led the creation of McDonald’s Italian brand platform “I’m lovin’ it Italy”; contributed to the McCafé repositioning “Dove è bello ritrovarsi”; launches including Spicy Chicken McNuggets and Big Tasty. For Ferrero: Kinder Sorpresa “Messaggi” and Kinder Fetta al Latte “#abbracci”.
Digital Creative SupervisorJan 2020 – Jun 2023
- Led the digital creative team for McDonald’s, Samsung, Fiat and Kinder, aligning digital strategy and execution with the agency’s creative vision; projects used AR, VR, AI and gamification.
- McDonald’s · TableToGo (2023). Limited-edition packaging that turns Milan’s street bollards into a table for two during Design Week, ordered via QR code in the McDonald’s app. Sold out; +18% app orders; 2.5M organic views in 12 hours. Cannes Lions, D&AD, One Show, Clio, two Eurobest Golds.
- McDonald’s · The Undefinable Big Mac (2022). With rapper Ghali, a deliberately incomprehensible song, decoded only through a QR card served with every Big Mac. ADCI Silver, Integrated.
- Managed digital production partners and set up the digital training programme for the creative department.
Enfants Terribles · Milan
Deputy Creative DirectorAug 2017 – Dec 2019
- Deputy creative direction on P&G, AXA, Penny Market and Deutsche Bank across TV, digital, print and retail; presented and defended the work to clients.
- P&G · Dash “Io POD, e tu?” With Francesco Totti, a TV spot plus a six-film video strategy: +25% value sales in six months and the highest brand linkage and recall in Dash’s history. NC Awards Grand Prix and Effie Gold, 2019.
Hallelujah · Milan
Head of DigitalDec 2015 – Jul 2017
- Led a five-person digital team and was the agency’s digital lead on a broad client portfolio, P&G first among them.
DJ Mag · London
Media DirectorDec 2011 – Dec 2015
- Ran media and content strategy for the international electronic-music magazine across its digital platforms; led the media team and used performance data to steer content and campaigns. Finalist, Best Music Magazine, Digital Magazine Awards 2014.
Early career2006 – 2013
- Industrial Designer at Studio Bertoli Design&partners (2008–2013); Graphic Designer, then Art Director at Digiworld (2006–2008, 2011–2013); freelance creative and web design for Waterloop and Golf Club Lignano (2009–2013).
Selected awards
- ADCI AwardsShortlist, Digital Experience & Innovation – Mobile App and Gaming · Shortlist, Promo & Direct – Promo: Digital e Social Media DrivenFrankenstein Burger Lab2026
- Cannes LionsBronze, Creative CommerceTableToGo2023
- D&ADGraphite Pencil, Packaging Design · Wood Pencil, ExperientialTableToGo2024
- One Show2 Bronze PencilsTableToGo2024
- Clio Awards3 Bronze: Design, Direct, Out of HomeTableToGo2024
- EurobestGold, Creative Commerce · Gold, Brand Experience & Activation · Silver, OutdoorTableToGo2023
- EffieBronze, Brand ExperienceTableToGo2024
- EffieGold, Branded Integration20° Crispy McBacon2021
- EffieGold, RenaissanceIo POD, e tu?2019
- ADCI AwardsSilver, IntegratedThe Undefinable Big Mac2022
- NC AwardsGrand Prix · Gold, Best Holistic CampaignIo POD, e tu?2019
Juries, talks & teaching
- JurorADCI Awards 2026 — Digital Experience & Innovation: Social & Creators
- JurorEurobest 2025 — Creative Data & Innovation
- LecturerIED Milan — “Fenomenologia dei new media” (Phenomenology of New Media), since 2022
- PanelistWMF – We Make Future 2026, Bologna — roundtable “Who am AI?”
Education
- Master’s degree (Laurea Magistrale), Strategic & Product DesignPolitecnico di Milano2006 – 2008
- Bachelor’s degree (Laurea Triennale), Product DesignPolitecnico di Milano2003 – 2006
- Agile Project Management courseChoralia Comunicazione2021
- Technical high-school diploma, Computer ScienceITIS Stanislao Cannizzaro2003
Skills & languages
- Creative leadershipcreative direction, brand platforms, integrated and experiential campaigns, pitches, team leadership and mentoring
- Creative technologygenerative AI for concept and production (Midjourney, prompt design), app and digital experiences, AR/VR, computer vision, gamification, prototyping in HTML, CSS and JavaScript
- DesignAdobe Creative Suite, Figma, Sketch; product and packaging design
- LanguagesItalian (native); English (professional working proficiency, TOEFL; four years working in London)