Brand and product storytelling

Giordano Bruno famously defined the hand as the “organ of organs” — not just a tool among tools, but the one instrument through which the mind reaches out and actually becomes something in the world. An idea stays an idea until a hand builds it.

That’s the thought I keep coming back to whenever I’m asked to shoot a product, artisan or corporate alike: the object in front of me isn’t really the subject. It’s evidence — of a problem found, and of all the iterations an idea went through to solve it.

I don’t come from the studio, and I’ve made peace with that — because the kind of product storytelling I actually care about doesn’t happen in a studio at all. Every product has features, yes. But every product is born to solve a problem, to make life a little easier. That’s the story I like to tell.

Instead of isolating a product from its context, I do the opposite: I show how it works in the hands of the person using it, and how it came to take precisely this shape in the maker’s mind. Strip away the people who made it and the people who use it, and a product is just an object among objects.

WildTee at Monterosa Skyrunning, with @Solo Productions team

Photographer

A special event related to the Monterosa Skyrunning race: the very founders of the discipline, now in their silver age, meet once more to climb all the way from Alagna to Capanna Margherita: their body changed, yet the mountain and the glaciers changed even more dramatically; what about their spirit?

With Solo Production team, specialised in outdoor storytelling, we covered (video, photo, writing) the whole day at all altutides, on behalf of WildTee technical sponsor.

Sofiane Sehili for PEdALED and Fizik (12/25)

Photographer, writer (2025)

In July 2025, totally by chance, I followed Sofiane around the Po Valley, shooting from afternoon to evening together with my friends and colleagues Matteo and Alberto.
Following his detention in Russia, those photos went around the world (The Athletic/NYT, Der Spiegel).

With Pedaled and Fizik we decided to go to his home and interview him to understand how such an adventure changes a professional’s perspective. Simultaneously, we documented some pieces from the Odyssey collection by the prestigious Veneto brand.

Fratelli Industries, wheelbuilders

From concept to editing, 2025

How do you create visuals of a company that’s already existed for a while, but wants to step out of the shadows as a new brand?
By telling the story of that new brand, and the story of the people who make it up. In particular the wheelbuilders, figures halfway between artist and craftsman who select components and assemble them with expertise. And who ride to put their own work to the test. In this case, Andrea Reale of Foehn Components.
Starting from the material conditions and logistical constraints, we optimize the resources available to tell the stories we love. A light and discreet approach, just like the Enduro trails on Mt. San Giorgio.