Creative Director

Brand, space, technology,
and experience — built
to move things forward.

I work at the intersection of brand strategy, spatial design, and digital experience — independently and through two studios I co-lead across Europe and Asia.

My practice is built around one conviction: that the most effective creative work happens when strategic clarity and execution quality reinforce each other, not when one compensates for the other.

How I work
①
Independently
Senior creative direction and brand strategy for clients who need a sharp outside perspective — upstream of production, downstream of C-suite.
GET IN TOUCH →
②
Through my studios
When a project needs serious firepower — spatial, digital, or both — I bring in In2real or Luxoom, depending on the discipline and scale.
SEE STUDIOS →
Selected work
Image coming soon
Spatial experienceMedia architectureLuxoom
Conference installation
Hamburg · 2024
HVV × UITP — Urban Mobility Pavilion ↗
Spatial experience · Media architecture
HVV needed a presence at UITP Hamburg that could hold its own against the scale of global transit operators. We designed a pavilion where content and architecture were the same thing — projection-mapped surfaces that turned HVV's mobility data into an immersive spatial narrative.
Image coming soon
Product launchMedia architectureKinetic installationLuxoom
Product launch
Zurich · 2019
BMW — Kinetic Pixel Curtain ↗
Product launch · Media architecture
For the VIP launch of the BMW X7 and 8 Series Convertible in Zurich, the reveal moment had to match the premium weight of the models. We designed a kinetic installation — 36 individually motorized disc pixels — that choreographed light, motion, and projection into a theatrical curtain. The product appeared only when the installation was ready to show it.
Image coming soon
Capezzana — Identity, 1,200 Years of Brand
Rebranding · Tuscany · 2020–ongoing
When your estate has been producing wine since 804 AD, the brand brief isn't about invention — it's about translation. We rebuilt the brand from the ground up: new identity system and logo, all product labels, the full corporate suite, and a new website. Then extended it into a VR experience for global sales.
Image coming soon
Triumph — Official CGI Asset System ↗
CGI · Configurator · Global · 2017–present
Triumph needed photorealistic CGI assets that could serve press kits, campaigns, configurators, and social content — simultaneously, consistently, at scale. Since 2017 we've built and maintained the complete visual asset system for every model in their range, with a proprietary realtime pipeline.
Image coming soon
CLAAS — Easy Experiences ↗
Experiential · Trade fair · Europe
CLAAS's digital products and services are powerful but opaque — farmers at trade fairs rarely have the patience to understand them. We designed the Easy Experiences: a system of print walls and precisely mapped projections that unfolds short, benefit-driven stories directly on the stand.
Image coming soon
Humboldt Forum — 250 Years Young ↗
Media architecture · Projection mapping · Berlin · 2020
A 16-minute projection narrative mapping the life of Alexander von Humboldt across 115 metres of the Humboldt Forum's east facade in Berlin. Content research, design, animation, and production — entirely in-house.
In development
Intelligo — XR Clinic
Research · XR · Data · 2025
A multi-tool market research platform for automotive and motorbike brands — where XR is one layer of a broader data acquisition system. Puts test subjects inside simulated product environments, capturing behavioural responses that traditional research methods can't reach.
Clients & brands
BMWHVVCLAASTriumph MotorcyclesMV AgustaRoyal EnfieldStiftung Humboldt ForumKulturprojekte BerlinSamsungOMP GroupBosch RexrothArchiproductsRegione ToscanaUniversità di SienaCapezzanaDynamo Camp
Studios

I work with external teams when the brief calls for it — but when a project needs serious firepower, I bring in the cavalry. Two studios I co-lead, available depending on the discipline and scale of the work.

In2real
Creative Director
CGI production, 3D configurators, XR, and immersive digital brand experiences. Florence · Milan.
in2real.com ↗
Luxoom
Design Director
Spatial design, media architecture, experiential marketing, and brand-led immersive environments. Berlin · Florence · Shanghai.
luxoom.com ↗
Thinking
AI as facilitator — why creative direction can't be automated, only accelerated
On the real workload shift that generative tools create, and why the hardest decisions are still human. LinkedIn series, 2024–2025.
Distributed leadership as survival condition, not philosophy
Ten years coordinating remote creative teams across time zones. What that actually taught me about organizational trust. 2025.
The brief is always wrong — how to fix it before you start
A working method for reframing client problems upstream, before the first concept is drawn. In progress.
Contact

Available for senior creative engagements — from upstream strategy to full campaign execution. If the brief is complicated, that's usually a good sign.

pietrofantoni@me.comLinkedIn ↗in2real.com ↗luxoom.com ↗