BIO 
I was born in Addis Ababa to a mixed Italian-Ethiopian family. Until 1991 we lived in a liberal bubble in the midst of the soviet occupation. As a child, I was fascinated by American movies, drank soft drinks and had toys, which were rare commodities in Ethiopia at the time. When the Marxist regime was overrun and civil war begin, we were forced to move to Italy.

Finally someone had the kindness to teach me Italian and told me that toys, sodas and American movies weren’t highly regarded in Moscow, so everything that I owned, back then, was the result of smuggling. However adjusting to a new country and language was challenging, but it taught me the value of adaptability and perseverance.

As I grew older, I had a dream of wandering the streets of a ghost town, where billboards of soft drinks prevailed amongst others. I became aware of the impact of advertising on my subconscious mind and felt the need to take control of it. I knew I was destined to take back the advertising spaces of my mind.

In 2006, I began my career in directing and have since directed hundreds of TV commercials, video content, documentaries, and music videos worldwide. As a visual artist, I strive to create visually captivating and thought-provoking content.

I have also studied Scriptwriting and TV Production at CONEL in London, UK, and have developed a program called ABasicCinema to help others comprehend basic scriptwriting.