luca armenia’s bio

Italian born Luca’s path to directing has been a rather long and winding one. Born in 1968, Luca’s feet got itchy aged 17 and he left school to travel the world, living in Los Angeles, New York and London working as, variously, a bouncer, model, would-be actor before becoming an interest rates derivatives trader in Paris to make some money to finance his dream of directing. He gave up the rat race in 2003, set up a production company, Lupo, to make his short film To Build a Fire, based on the novel by Jack London, before deciding to focus on commercials late in 2005. His commercial directing debut came in January 2006 with the beautifully shot test, Life for Heineken, which was shortlisted for the Young Director Award CFP-E/SHOTS 2006. He then shot three test commercials, Paradise, No Parking, and Fruits; and a viral, Sexy Vibes, for Soft Paris, a sex toys boutique based in France. This viral was watched by over 200,000 people on YouTube and it was shortlisted for the Young Director Award CFP-E/SHOTS 2007. In the same award, Paradise received the 2nd prize in the European Test Commercials category.