Florence, April 17th

MONOGRID is a digital boutique agency specialized in immersive technology and experiential marketing. Their mission is to give to brands new key to express their nature and diversity and their strength is creative coding and development of innovative and interactive projects. They use technology to tell stories and create immersive experiences.

Francesco Bernabei is the CEO and Creative Director of MONOGRID. In an interview with TIA, Bernabei described his role and typical workday at the agency and the way MONOGRID has evolved since it was created. He also listed some of the most recent projects he has worked on and named some of the biggest challenges for the industry.

To begin, can you tell us a little about yourself and the journey that’s led you to where you are now?

I have expertise in digital communication, starting as a photographer and evolving into an interactive director in London. With over 10 years in advertising, I specialize in hybrid projects and building international teams for interactive experiences across various media: web, VR, AR, installations, NFTs, etc. In 2015, I co-founded MONOGRID, a creative digital production studio of over 60 people, where I serve as CEO and Creative Director. I also teach creative direction and new media at several universities specializing in fashion and design.

Are there specific places or experiences in Florence that you would recommend to people visiting for the first time?

Piazzale Michelangelo is one of the best places to visit and have a spectacular view of the city. Especially at sunset.

Imagine we’re taking a journey through the streets of Francesco Bernabei’s childhood cities. What sights, sounds, or experiences from those days do you remember fondly, and how do they connect to your work?

I believe that the sense of beauty that Florence transmits is unbeatable. This unconsciously have a strong impact on the creative process and is incredibly stimulating.

How do you typically structure your workday?

I wake up, play with my 9 months old kid, go to work around 9am and trying to organize my day before all the meetings and calls arrive. I usually reserve couple of hours each day for myself to structure, plan and organize my work. The rest of the day is busy with update meetings, client presentations or internal updates with the team. When I’m in Milan I try to use the lunch time to meet clients or partners. Around 6pm I come back home for another play session with my son and then I try to exercise at least once a day before or after dinner.

What do you want MONOGRID to be associated with?

I like the fact that people see MONOGRID as the “place to be” if you want to do innovative projects and cool stuff in the design and advertising space.

What are your main focuses at the moment?

International expansions are taking almost half of my focus. We strongly believe that MONOGRID’s future lies overseas, as we are lucky enough to collaborate with the most important brands of the world. Brands that speak at an international level, and likewise we have to do the same. “Exporting” our creativity and talent in different countries.

In what ways has MONOGRID evolved since its inception, particularly regarding the services offered and the types of clients the agency caters to?

We widened our services a lot in the last few years, we believe that our strength is to be agnostic regarding a specific technology and be able to help the client as much as possible at every level of their communication strategy. To do so we need to be “expert” of every possible brand’s touchpoint, both traditional and innovative.

Discuss a project where your team pushed the boundaries of innovation and created an unforgettable experience, showcasing your agency’s focus on installations, AR, XR, and immersive technologies.

Probably the most exciting project was the one done for HBO. We collaborated with The Mill to create the official Augmented Reality (AR) app, “House of the Dragon: DracARys” for HBO’s highly anticipated Game of Thrones prequel, “House of the Dragon,” premiering on August 21st. The app, developed from scratch, utilizes Unity game engine, Niantic’s Lightship technology, and Machine Learning to allow fans to raise their virtual dragons realistically.

We utilized Niantic Lightship toolbox for world mapping, semantic segmentation, and shared AR features, enabling the creation of AR dragons that interact with real-world surroundings. These dragons respond to commands in High Valyrian, a fictional language, through a voice recognition system developed using machine learning.

The “House of the Dragon: DracARys” app provides fans worldwide with an engaging experience, allowing them to raise their unique virtual dragons and explore the House of the Dragon fantasy universe. Users can learn Valyrian phrases from the upcoming series to command their dragons. Once dragons reach adulthood, they can fly in the mixed reality environment. The app is available for download on Apple and Google Play app stores in 19 countries.

Creative coding often involves collaboration between designers and programmers. How do these collaborations enrich the creative process, and can you provide an example of a successful collaboration you’ve been a part of?

In our daily work, possessing a diverse array of technical knowledge is essential for generating robust and impactful ideas. The synergy between creatives and coders is pivotal, with each being inspired and propelled by the ideas and skills of the other. Achieving alignment between creative vision and technical execution stands out as one of the most challenging aspects of our work.

How do you balance the creative aspect of design with the practical requirements of a project, such as client needs and deadlines?

Prioritizing. A skilled creative individual must excel at effectively prioritizing their ideas and technical solutions.

What kind of new tech stuff has blown your mind?

For sure AI and how we can use it to enrich existing technology or user experiences. Especially in the genAi space I envision a promising future for the integration of this technology in our endeavors.

In your view, what is the biggest challenge the interactive sector is facing right now?

Be at the same speed with the emerging technologies. Back in the days, creatives often needed months or even years to adapt to new technologies or social/interactive spaces on a large scale. However, today’s rapid pace means that new generations are inherently more attuned to emerging technologies and platforms. This presents a significant challenge for creatives to remain up-to-date.

What’s your preferred way of dealing with distractions while working (e.g. headphones, scheduling breaks, etc.)?

Headphones and music for sure.

Were there any books, movies, or works of art from your early life that left a lasting impact on you or fueled your imagination?

Since we deal with innovation everyday probably the movies that had a stronger impact were the sci-fi ones.

Where do you go if you want to get inspired?

At a museum.

From your personal standpoint, what is the greatest challenge of our time?

Deal with the frenetic pace that our society imposes on us and finding a good work-life balance.

Can you name a fun-fact people would be surprised to learn about you?

Even if I work daily with tech and innovation I’m really passionate about manual craft and vintage stuff.

Thanks Francesco!

Learn more about: MONOGRID

Follow Francesco on social media: 
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Follow MONOGRID on social media: 
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Augmented RealityCreative TechnologyCreativityInnovationMachine Learning