Today we’d like to introduce you to Gianluca Piovani
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I picked up a camera at 16, mostly to film my friends documenting our travels and the stupidest things we would do. That’s how it all started. Over time, what was just for fun turned into something bigger—I got obsessed with telling stories through video.
In 2015, I packed my bags and left Rivolta d’Adda, Italy, for what was supposed to be a three-month stay in Los Angeles. The plan was simple: get some experience, maybe make some connections, and then head back. That plan changed quickly. The creative opportunities—and admittedly, the weather—convinced me to stay.
I started from the ground up, working as a PA on film sets before transitioning into freelance editing and directing. Those experiences eventually led me to launch Storyforma, a creative studio dedicated to high-quality storytelling and strategic content for brands. Along the way, I had the opportunity to collaborate with companies like Amazon, MasterClass, as well as many local brands and startups.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road—far from it. Like any creative career, it has been full of challenges, setbacks, and a fair amount of trial and error.
Early on, just breaking into the industry was tough. I started as a PA, working long hours for little pay, just trying to get my foot in the door.
Then there’s the business side. When I launched Storyforma, I had to go from being a filmmaker to running an actual business—managing clients, handling operations, scaling my services. That was a learning curve. Creative work and business strategy don’t always go hand in hand, and figuring out how to balance the two took time.
Beyond that, the industry itself is always evolving. Platforms change, audience behavior shifts, and what worked a year ago might not work today. Staying ahead of the curve, adapting to new trends, and consistently producing content that cuts through the noise is an ongoing challenge.
But honestly, that’s part of what keeps it exciting. The struggles have shaped my approach, made me more strategic, and pushed me to build something that lasts. If it were easy, everyone would do it.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
My business, Storyforma, is a creative studio that combines timeless visuals with strategic social media integration.
What sets us apart, according to our clients, is how we blend standout creative direction with results-driven strategy. We don’t just make pretty videos—we build content ecosystems that drive engagement, revenue, and long-term brand equity.
Brand-wise, I’m proud of the relationships we’ve built. Many of our clients stay with us long-term because we become an extension of their team, helping them navigate content challenges and opportunities as they scale. We’re a Creative Growth Partner, working alongside founders and teams to ensure their brand stands out and thrives in a competitive landscape.
Do you have any advice for those just starting out?
Put yourself out there and get out of your comfort zone. Make connections, share your journey, put your work in front of people—whether that’s on social media, in conversations, or by reaching out directly. It’s easy to overthink and hold back out of fear of failing publicly, but the real risk isn’t failure—it’s never trying at all. It’s always better to be the person who fails 100 times knowing you gave it a shot than the one who never tried.
What I wish I knew when starting out is that creativity alone isn’t enough—the business side matters just as much. Finding clients, generating leads, and closing deals are skills no one really teaches when you’re focused on perfecting your craft. I had to figure out sales, pricing, and operations through trial and error, and learning those earlier would have saved a lot of time and frustration.
Contact Info:
- Website: https://storyforma.com
- Instagram: https://www.instagram.com/storyforma
- LinkedIn: https://www.linkedin.com/in/gianlucapiovani/
