Research & Writing
I write about creator economy, brand strategy, and cultural change in marketing. My current research focuses on how brands operate within the creator economy and how luxury houses navigate the attention economy.
Books
Ogni brand è un creator (2025)
with Marcello Ascani and Michele Pagani · Egea
A framework for understanding contemporary brands as content producers within the creator economy. The book distinguishes creators from influencers, maps the talent ecosystem through a structured scouting matrix, and develops a strategic model — Hero/Hub/Hygiene — for brand content architecture. It includes a chapter on luxury contributed by Carlotta Prestini and Alessandra Colm, examining cases from Cartier, Rolls-Royce, and Loro Piana.
→ Buy on Egea · Buy on Amazon · IBS
Cooking Memes
Krisis Publishing
A 496-page anthropological analysis of food memes as cultural documents. The book examines 500 food memes as a lens onto contemporary food culture, identity, and the politics of taste. It bridges visual studies, internet culture, and gastronomy.
Selected Articles and Essays
- Costruire un’azienda a prova di futuro — Festival dell’Economia, Trento (2018) · Medium
- Perché internet ha cambiato per sempre il mondo del design — HOMI / Fuorisalone (2016) · Medium
- YouTube per i brand: 10 verità scomode — Fuori Brief Substack (2025)
- Progettare un canale TV su Instagram — Interni Magazine
- Cosa resterà di milioni di call e webinar — Cielo Terra Design
- Gram it baby, gram it now — conversation with Stefano Mirti, Schloss-Post
Newsletter
I write Fuori Brief, a newsletter on the creator economy, brand strategy, and the Italian digital landscape. → Subscribe on Substack
Curated Exhibitions
In 2025 I curated tools. il saper fare a regola d’arte at ADI Design Museum, Milan, with Stefano Mirti and Irene Turcato.
Earlier curatorial projects include Caratteri Books, MiNameIs, Street Virus (with Alexone, D*Face, Rebel Ink, Krudality and Pus), Bovisa In Linea, Teach Me 6, Segni Diversi, Volvo Urban Art Show, and Pangrel (Palermo, Kalsa district).
Earlier Work
Before focusing on brand strategy, I researched and wrote about graffiti and street culture.
- Graffiti Writing. Origini, significati, tecniche e protagonisti in Italia — Mondadori Arte (2008); new edition 2021. A reference text on Italian graffiti culture.
- The Sushi Game — Terre di Mezzo (2016), with Francesca Scotti. A book on Japanese cuisine.
- Street Virus — Ready-made (2006).
- MiNameIs — exhibition catalogue, Ready-made (2006).
For ten years I edited Fatbombers.com, a blog on Italian graffiti. I have also contributed essays to Mondadori Electa’s Arte Contemporanea and Postmedia Books’ editions on design.