Heavy Soul, Recording Studio.
Heavy Soul came to me already carrying its own soul. 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.