Francesco, creative director for spatial computing, speculative design, & more

Francesco’s journey in spatial computing, game design, and development pedagogy.

Giffoni Good Games 2023, Francesco presents the Apple Developer Academy. Read more →

As a 90s teenager, I dreamed of creating comics, movies, and video games.

However, with limited opportunities in the italian creative industry, advertising seemed like the only viable path. Pursuing a career as a comic book artist felt out of reach amidst economic turmoil and daunting skill requirements. Undeterred, I pursued studies in art, cultural heritage, cinema, and industrial design, seeking alternative avenues.

The 2008 global financial crisis reshaped my trajectory. After university, I transitioned into graphic design. It was at an event two years later that I stumbled into web design and user interfaces, realizing the synergy between my background in storytelling and graphic novels with my newfound passion.

I dedicated myself to becoming a specialist in user interface design, investing time and resources into acquiring skills. Notably, a training session in Atlanta introduced me to Bruce Tognazzini from the Norman Nielsen group, where I drew parallels between Macintosh Human Interface Guidelines and the design principles I'd observed in my grandfather's naval draftsman work.

In 2016, I entered a new phase of my career after being selected through an open competition for industry professionals. Joining the Apple Developer Academy at the University of Naples Federico II, I embarked on instructing and guiding students in Human Interface Design and CBL training. Surprisingly, my diverse background in humanities and design provided a solid foundation for creating engaging experiences in Spatial Design and Game Development.

Today, as a Creative Director for Extended Reality (XR), I reflect on my journey with gratitude.

With over 15 years of hands-on experience in Interaction Design, Gamification, and UX methodologies, I now shape the artistic vision of spatial computing projects. My role involves providing expert guidance on design direction, crafting immersive narratives, and ensuring technical feasibility. Grounded in user-centered design principles, I foster collaboration across teams, whether our focus is education or entertainment.