A NEW Director at the Intersection of Food, Science & Imagination.

We are living through one of the most exciting and accelerated moments in history. Science, technology, and imagination expand  the way we see the world every single day.

And today, there is one language that dominates everything: the image.

A person can see between 4,000 and 10,000 images a day.

Most of them pass by, and others stay because they activate something within us—something physical and biological.

When we see chocolate melting, a drop falling onto an ice-cold beer, or a delicious burger, we don’t need to taste it to react and know we love it. The brain anticipates pleasure.

“Desire begins in the imagination.”

I fell in love with the science behind desire and began this journey of experimentation and imagination as a food film and tabletop director.

That’s why when I approach a project, I don’t think only about how a product looks. I imagine — and intentionally design — what

I want to trigger in the mind and body of the viewer.

And today, that reality expands.

Artificial intelligence doesn’t replace the product — it amplifies its universe.

It allows us to take something filmed in the physical world and place it into visual contexts that intensify emotion, without losing the connection to what’s real.

“AI doesn’t invent desire. It makes it infinite.”

In the age of the scroll, what survives is what feels true.

What connects with something deep: memory, emotion, biology.

The future of food film is not just about making something look delicious.

It’s about designing images the body remembers before it even tastes them.

Because “We don’t film food — we explore the science of desire.”