I’m a multidisciplinary Creative Director, currently Director of Brand Creative, Mac at Apple in California.

For the past six years I’ve helped guide Mac’s evolution, from the transition to Apple silicon to the launch of several new devices — including Mac mini and MacBook Neo. Before Apple, I spent almost a decade in Berlin, most recently as Global Creative Director at Mercedes-Benz’s lead agency, where I made a dark period drama about Bertha Benz (which Forbes called “a lesson in history and marketing,” and who am I to argue). Prior to that, I ran European creative for Sony, eBay, and T-Mobile at DDB.

With a background in anthropology, I love turning complex products into human-centered narratives and building teams that are equal parts strategic and obsessive about craft. My work has been recognized across all major award shows; I’ve judged festivals from Cannes Lions to Ciclope, and I once gave a TEDx talk about how saying “no” can actually make ideas better.

Originally from Italy (hence the pronunciation of my name, Ah-lee-che), I now live in the Bay Area.