Luca Macaluso

Who he is

In 2025 he founded NNZN Studios together with Anas Ichidi, after two years spent experimenting on his own with generative AI video tools. His background is in communication; Anas's is in video editing. Out of that came a studio that combines cinematic technique with artificial intelligence to build brand videos that land a precise emotion — not just a product.

The method he brings to every project is the same one he teaches in Academy: first the why, then the what, and only then the how. He personally writes the script for every production before opening any AI tool, and remains convinced that the most useful prompts are the simplest ones.

How he works

In an interview with Innovami, Luca described the core of his method like this: when a brand doesn't really know its own identity, the risk is producing empty content — technically flawless, emotionally mute. Artificial intelligence makes production faster and cheaper, but that efficiency has a flip side: if everyone can produce more, everything risks becoming more forgettable.

"What moves a person needs a director's sensitivity to be captured — instinctive, irrational elements that an algorithm can predict but never truly feel."

That's why, at NNZN, he makes genuine contact with every client from the very first brief: understanding the real goal, often different from the stated one, before writing a single scene.

Projects

He directs productions for brands and agencies — from reconstructing historical scenes out of archive photos for the institutional event of an 80-year-old company, to virtual jewelry shoots that sidestep the logistics of a traditional shoot, to digitally recreating Lake Varese frozen over for a hockey team's promotional video. With Anas Ichidi, he also directs the cinematic trailer for Cortisonici, the short-film festival that takes over the streets of Varese.

In the press

RAI TGR Lombardia, Innovami, Social & Tech and Everyeye Tech have covered NNZN Studios and its approach to AI-driven video production.