I’ve always tried not to be an artist …

… only to accept that the mind of an artist is an integral part of me.

Being rewarded with degrees from two art Universities, Central Saint Martins London and Die Angewandte in Vienna, in non-artistic disciplines, Innovation Management and Advertisement, this struggle took centre stage early on in my life.

My education led me to the point where the punch, the ideas and the will I place into my work come from my dark side, an artistic mindset that intertwines imagination and creativity with commercial exploitation, market needs and clients’ wishes. 

Integrating commercial and non-commercial poles into one offering can be a painful thing to do. Things get confused quickly. Therefore, I operate under three labels: Identity Lab, a studio for communication and design; Foto Fill, my retail photo character; and my name, which I dedicate to the artistic and documentary work you can find on this website.

These personalities work within me, living a passionate relationship benefiting each other. Creativity and innovation can only happen at the border between order and chaos. So better deal with the mess and create something new that works and delivers value.