Many have asked me: “why after about twenty years in the field of creativity have you decided to get involved in the world of sustainability?Do you know what sustainability is in the eyes of non-experts?A crazy game played on a constantly evolving field, with enormous challenges, where the voice of science warns us that we are close to the maximum time allowed and that, coincidentally, we are the cause of all the problems.And what is sustainability for me?A formidable insight!It is the idea that within this redundant word there is the best of humanity made up of intelligence, creative thinking, technology and ancient practices.It is undeniable that there are challenges, but it is equally true that the solutions are within our reach.As part of a generation that forgot how to fix things when it was easier to throw them away and buy new ones, who did not but wonder how the water flowed from the taps at home, which left the food on their plate a thousand times over. I asked myself: “how can I do to change” ?.This is where my sense of urgency and the desire to play my part in this match comes from.At the moment I have identified 3 major challenges:BUSINESS: bring my creative contribution, my curiosity and organizational skills to the service of those companies that really want to evolve their business model and not simply to do compliance.EDUCATION: bringing sustainability to schools, making young people understand the sense of urgency of a radical rethinking of our way of living, producing and consuming.PUTTING MY OWN BOOTS ON THE GROUND taking care of a piece of land in the Municipality where I live because I am convinced that it is only by putting our boots and hands in the ground that we can understand what are the ways, the times, the needs of living in a balanced way with the nature.Here below an excursus of my experience in the world of communication and creativity. It was a fascinating journey made of lightness, art and beauty.It’s time to play a new game.