Heavy Soul, Recording Studio.
Heavy Soul came to me already carrying its own soul, as part of the business ventures of Daniele Cavalli, son of one of the most trailblazing Italian fashion designers, Roberto Cavalli.
Nestled in the Tuscan hills, it wasn’t built to be just a recording space, but rather conceived as a refuge for artists who create from the inside out. The name said it all: sensitive people carry the deepest weight. The ones who feel everything, and turn that into something the rest of us can’t forget.
My role was to take that essence — raw, emotional, already alive — and give it a coherent, compelling presence online.
That meant building a visual and verbal identity that matched the depth of the place itself. I shot pictures that captured atmosphere over aesthetics, developed a tone of voice that spoke to artists rather than sold to them, and crafted a social media strategy rooted in consistency and intentionality.
The space had a way of drawing in artists of rare stature.
Being present during sessions with names like Mick Jagger and Alex Turner, was not only a privilege, but a masterclass in understanding what it means to create at the highest level, and what kind of environment and approach makes that possible.