We had the good fortune of connecting with Gianluca Piovani and we’ve shared our conversation below.

Hi Gianluca, looking back, what do you think was the most difficult decision you’ve had to make?
Probably moving from Italy to LA. I knew I wanted be a filmmaker since I was 16—I would spend all my free time after school renting DVDs from my local library and making videos with my friends using an old camera my parents gave me.

Problem was, I had absolutely no clue how to make it happen. I was living in a rural town of 8,000 people in Northern Italy and didn’t know anyone in the industry. I spent countless hours reading and watching tutorials online, and started taking my first freelancing gigs during college in Milan.

After graduating, I came to LA for a filmmaking program and fell in love with the city. I began PA’ing on film sets, working as an editor, and got to connect with incredible people. I was amazed by the concentration of talent in the creative industry, and realized I wanted to be part of it.

As hard as it was to leave my family and friends, I decided to stay and start my own business here. I didn’t know it at the time, but it would be the best decision of my life.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
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 things look good—we’re more like a Creative Growth Partner, helping them tackle challenges as they grow.

It hasn’t been a smooth ride—I came to LA without any business experience or connections in the industry, so it was a huge leap of faith. But little by little, things started to fall into place, and eventually, I got the chance to work with some amazing companies like MasterClass, A24, and Amazon Studios.

The biggest lesson I’ve learned is to always push yourself out of your comfort zone. Whenever I feel stuck, I ask myself, “What’s the absolute worst-case scenario?” More often than not, the worst case scenario is some variation of “others will see me fail and I will look like an idiot”. And truth be told, I’d rather be the guy that fails 100 times knowing I gave it a shot than be the one who doesn’t try at all.

A recent examples of this for me was just a few months ago, when I began documenting my journey of growing a creative business on Instagram—something I never imagined doing a year ago. Looking back, I wish I had done it sooner—it’s boosted sales, expanded my network, and sparked collaborations with incredibly talented creators. There’s so much upside in being willing to look like an idiot in the short term.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I’d kick things off by showing them around downtown LA, where I live. We’d explore the Historic Core, grab tacos at Guisados, and check out Little Tokyo, Grand Central Market, Olvera Street, and the Arts District. Then happy hour at Perch, a rooftop bar with amazing views of the LA skyline, followed by the Angel City Brewery or speakeasy bars.

On the second day, we’d head to the coast, starting with the Getty for the art and incredible views. After that, we’d drive down to the Santa Monica Pier and Venice Boardwalk, and grab some food at Tocaya, another great Mexican spot.

Next, we’d visit LACMA, check out the La Brea Tar Pits, and catch the sunset at the Griffith Observatory. Dinner at Osteria La Buca—one of my favorite Italian spots—before some bar hopping in West Hollywood.

Then we’d escape the city for some desert exploring in Joshua Tree, there’s just something magical about it. At night we’d go to Pappy & Harriet’s, an iconic bar with live music. Before heading back, we could also stop at Salvation Mountain, a very unique art installation in the desert, and at the ghost town by Salton Sea—I’m a sucker for post-apocalyptic vibes.

To wrap up, we’d spend a day at Universal Studios, then catch a movie at the Alamo Drafthouse. And for the last day, we’d visit the Academy Museum, get some Japanese food at my favorite spot Yuko’s Kitchen, and drinks in Silverlake to round it all off.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My amazing family, who never doubted me and helped me move across continents. My girlfriend Jean, who always stood by me even during the toughest times. And my friends from my hometown of Rivolta d’Adda, who always kept me grounded and reminded me where I come from, even as I pursued big dreams far from home. They’ve all played a huge role in shaping who I am today.

Website: https://storyforma.com

Instagram: https://www.instagram.com/storyforma

Linkedin: https://www.linkedin.com/in/gianlucapiovani/

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