Some people discovered social media when it became a profession. I discovered it when it was still a blank canvas. For nearly two decades, I've been fascinated by one question: why do some brands become part of people's lives while others disappear into the noise? That question has shaped everything I've done since. My background spans Communications & Marketing, Film & Television Production, and academia — where I co-directed Switzerland's first university program in Influencer Management at HWZ, and taught as Adjunct Professor at Franklin University Lugano. But my greatest education came from building — growing lifestyle brands and communities like @myinterior, named by Vogue among the accounts to follow, that reached millions organically. Today, SO/IN brings those worlds together — combining strategy, creative direction and storytelling to create social that feels less like marketing and more like something people genuinely choose to consume.