I find it hard to count the projects I have worked in throughout the last 20 years. Naming, art direction, graphic design, creation of advertising campaigns –I believe I have pulled all the strings. I must thank the music scene for its extreme sensitiveness to the passing of time and trends. Working in it has forged in me a plastic spirit; it has forced me to be under a constant creative evolution. In this sphere there is a vast offer and its public are avid and fleeting ­–but often fickle– consumers. To stand out is essential, and creativity is the means to achieve it. To my mind, however, not everything goes. I have my own recipe. In such a visually polluted environment I try to come up with fresh and memorable designs with a clear aim at essential beauty and equilibrium that, at the same time, will ensure communicative effectiveness. I seek to whet the eye, I want the visual impact to remain in people’s memory, I aspire to seduce minds through contrast.