Founding an indie studio at 26 was my steepest learning curve. I managed the entire product lifecycle from securing financing and creative direction to team supervision and client relations, successfully taking concepts to international markets in collaboration with partners like Meta, Steam, Google, and Android.
On this page, you will find Umbra, Vanishing Grace, and FitXR. We built the first two from scratch, while for the third one, I contributed for a year and a half supporting its rebranding and content restructuring.
FitXR Scaling a Global Live-Service Product (Millions of Downloads)
Art Director at FitXR 02/2024 – 09/2025
I joined the team to lead a pivotal transformation: moving from static content to a global live-service operation. By launching "Seasons," we turned Art into the backbone of the product's evolution.
I acted as a "bridge" leader. On any given day, I moved from high-level creative strategy to hands-on conceptualization, mentoring, and design. My goal was to ensure our vision didn't just look good on paper but actually shipped and created a real impact on our millions of users.
My workload was beyond strategy and rebranding, ensuring our visual identity could scale effectively within a commercial, product-led environment. But once the live service was established, I created new production strategies to hit aggressive deadlines with lower costs. Optimizing the workflow for 30+ monthly assets, including content, UI, gameplay, and marketing, we successfully reduced production costs by 40%, delivering atthe same quality level.
But I believe my best achievement was bringing infectious energy to the squad. Beyond the pixels, I cared about the people, ensuring that even in a fast-moving tech environment, the team felt supported and aligned with the wider company vision.
Vanishing Grace Directing an Award-Winning IP (+30k Units Sold)
Vranishing Grace | Co-founder & Art Director 02/2019 – 12/2021
This was my "proof of concept" for a global audience and a major commercial success. Vanishing Grace became an award-winning IP with over 30,000 units sold worldwide. It was the first title in our studio to secure its full funding (ROI) within the first month of launch, proving that a strong narrative VR experience could be both a critical and financial hit.
My role went far beyond Art Direction. I was a hybrid leader, deeply involved in business strategy, commercial planning, and production. I applied a "Product Manager" mindset to interactive design, ensuring our creative vision always aligned with the "why" of the product and the "how" of the business. I focused on "Process Design," creating efficient workflows and ingenious solutions that allowed us to hit our targets and ship a high-quality product without sacrificing the narrative's soul.
I led a compact, multidisciplinary team of artists and developers. We operated with a shared understanding of the product’s goals, allowing us to deliver a world-class experience with maximum efficiency.
Umbra Setting the Standard for VR Horror with eye-tracking narrative mechanics
Umbra | Creative Director| Creative Director 12/2021 – 02/2024
With Umbra, we wanted to set a new standard for VR Horror. We pioneered eye-tracking narrative mechanics—a unique system that mixes gameplay and art in a way that hadn't been done before. The result was an experience so intense that some users were literally "too scared to leave a review
I directed a highly specialized team. We worked codo con codo (shoulder to shoulder) to ensure the narrative, art, and tech worked as one single, terrifying unit.