In what we do and how we do it.
Our ideas speak about you.

FRI originated from a child’s dream. Fascinated by the world of lights, ideas, and creativity—particularly cinema—a young boy wandered among the tables of his family’s hotel restaurant in Capo Palinuro where every summer, directors, actors, writers, technicians, and camera operators would dine and share ideas. At just 10 years old, he didn’t fully grasp the world of cinema, but thanks to director Ciro Ciampa, an assistant to De Sica, curiosity and passion were sparked.

Just a few years later, that child continued to nurture his dream day by day. Feeling ideas within him, he expressed his creativity by building his first video projector with a shoebox and some film scraps. This was the beginning of a journey into the world of cinema, fantasy, and creativity. By his side was director Ciro Ciampa, an iconic figure and friend who helped him grow in the realm of visual communication.

A young boy continued to explore the world of imagery and creativity. With a Super8 camera in his hands, nothing captivated and delighted him more. He knew he could create unique and inexplicable magic with it. Any street could become a set, a landscape a backdrop, and a group of friends a cast. Thus, with just the landscape’s atmosphere and a few people, his first short films were born.

A camera was no longer enough for him. As he grew, he felt the need to experiment with new forms of visual communication. He never abandoned his camera but found joy in photography. With his Kodak Instamatic Camera, he captured moments, stealing instants. In a single frame, he encapsulated infinity. With imagination, creativity, and a camera, he could express his ideas and make the photo speak, even in silence. His pictures told the story of a generation that hated gray, abandoned black and white, and began to discover color.

Color photography was innovative and captivated everyone. The young boy, still full of imagination, built himself a darkroom—a lab for new creations. While serving in the military in Naples, he reunited with director Ciro Ciampa. He involves him in his projects and becomes assistant director, and with him frequents Italian state television (RAI), variety shows, football pitches and news broadcasts. In this environment he also came into contact with various professionals: directors of photography, set and costume designers, journalists.

In 1980, he decided to experiment by organizing his first event with passion and creativity. In the town square, people waited in silence for something new and innovative that would amaze them. As he started the film projection, he watched for reactions, discovering the smiles and lit-up faces of both adults and children.

The playful times ended, and he began to study and experiment. During weekends, he spent time working, dedicating himself and seeking new ideas, becoming a professional. Starting young, his skills stood out despite being the latest arrival. He entered the fashion world with his creative and unconventional photos, earning his first awards. One of his first trips to New York connected him with an American advertising photographer. Although it was an uphill journey, he wasn’t afraid.

His talent didn’t go unnoticed, turning him into a professional. After fashion, he returned to cinema, continually experimenting with shots, dolly shots, and close-ups. It was a whirlwind of emotions, a carousel of images. He continued working with director Ciro Ciampa, who taught him to envision ideas before realizing them.

He began working as a set photographer for the film Vacanze d’Estate, after an exciting call from director Ninì Grassia. During the film, he stayed close to the director, learning all he could from industry professionals. He worked with renowned figures like Enzo Cannavale, Bombolo, Patrizia Pellegrino, and Saverio Vallone. As the set photographer, he told the film’s story through his images.

As an adult, he became a well-known name while preserving a dreamer’s heart. Cinema and photography were not destinations but starting points. He began to explore new ways of communication in advertising. With two computers, a graphic designer and a copywriter, he founded the first graphic design studio, which, in less than ten years, turned into a forward-looking communication agency.

Today, that small communications agency has grown into an international entity operating globally. FRI continues to thrive and grow, fueled by a lifetime of experience and the dreams and creativity of young visionaries.