Visual content creator & AI tools explorer. I combine camera work, Adobe production and generative AI to make content that's faster, weirder, and better than what you'd expect.
I'm Pier Francesco. Based in Vigonza (PD), currently somewhere in Sweden figuring things out.
I grew up in the Salesian bubble, high school and university basically back to back, same buildings, same vibe. Different people along the way though.
Then three months ago a last-minute call came in with everything covered, and I said yes before thinking too hard about it. That's how I ended up in Gävle.
Before leaving, me and my friend Davide were building something together, an AI creative agency we were calling Not a Real Studio. Spreadsheets done, name locked, vibe established. Life had other plans, but the idea's not going anywhere.
Background is advertising and marketing, but what I actually do is shoot and edit. Brand content, events, short-form stuff. I've been deep in AI video tools for a while, not as a gimmick, but because I genuinely think the best creative work right now lives at the intersection of idea and workflow. During an internship at EDG in Santa Maria di Sala I got my first real taste of still life, both photo and video.
Photography I studied formally, but today it lives mostly in my personal world, trips, moments, things worth keeping. I'm also a ScuolaZoo photographer, which started as an opportunity and became part of how I see.
Sweden is forming me, no doubt. But working ten hours a day six days a week and coming home to a house of twenty-five people doesn't leave much room for the things I actually care about. You learn to protect your energy differently. You learn what you're not willing to give up.
Still building. Slowly.
A few things I've made. More coming — Stockholm reel dropping soon.
Guest Room was a creative project born out of a shared passion between four friends and a simple idea: giving visibility to the local DJ scene.
The starting point was a private studio — a space that had naturally become a hub for music, experimentation, and the occasional gathering. From there came the first version: a podcast format where we invited local DJs for a conversation and a recorded one-hour set. Raw, authentic, and designed to document a scene that rarely found space elsewhere.
We produced content with four to five artists before some issues with the studio forced us to pause. That break reshaped the project rather than killing it. The two of us most invested in videomaking took the production directly into the clubs — pitching local venues on multicam DJ set recordings, professional and ready for social media.
The creative reception was good. What became clear was that the Italian nightlife industry at that level simply does not have budgets to invest in video production. Guest Room taught us a lot about live direction, building a creative project from scratch, and the reality of an industry that consumes content without always knowing how to value it.
A formative experience that sharpened real skills and left behind work I am genuinely proud of.
July to September 2024. My first real taste of a professional production environment, working at EDG in Santa Maria di Sala.
I was assigned to video production, mainly working in After Effects to animate vector graphics, motion graphics, nothing overly complex, but precise and intentional.
Among the projects I was assigned to: the behind-the-scenes video of a long Christmas film shot at a villa, a video for San Lorenzo, one centered around a Christmas tree, and a series of Christmas set shoots. Most of that footage never made it out of the company's computer.
The company's computer came a few days in, so most of my early work stayed on my personal. I'm still trying to recover those files. For now, this is what I can show.
All things considered, it was a good experience. The environment was genuinely nice and the people were good. The way things were organized internally, though, was another story, a bit chaotic at times, the kind of workflow that gets under your skin when you care about doing things properly. I learned from that too.
More work in recovery — files were on a company machine.
Everything started with a Sony A7 II that wasn't mine.
Five years ago my brother came back from the United States with his first camera. At first he didn't want me anywhere near it and I get why. Then, little by little, he came around. The turning point was my final school project: I needed to shoot some products, and that camera was right there. From that day, I never looked back.
I started researching, learning, carrying it around whenever I had the chance. A few thousand shots later, I realized it was time to take the next step: the Sony A7 IV, more responsive, more capable, and finally up to the task for video as well.
Because video has always been part of the picture. I used to edit footage shot on my phone, making do with what I had. Now I'm in Sweden, working on footage from our Norway road trip and a day in Stockholm, the first projects where the image quality is finally matching what I have in mind.
Photography didn't come to me through a course or a sudden calling. It came from wanting to touch something that wasn't mine, and never being able to let it go.
"There are many more, I just didn't feel like uploading them.. 😳😂"
Tested, integrated, production-ready.
Based in Sweden, working anywhere. Fluent in Italian & English.