AI is a tool. What matters is the hand that holds it.
White Rabbit Hole was founded by Alberto Maccari, a creative director with more than twenty-five
years in international advertising, built between Rome, Milan, London, Düsseldorf, Munich,
Moscow and Brussels.
He learned the craft inside the networks — Havas, TBWA, J. Walter Thompson and Isobar
(Dentsu) — art-directing national and pan-European campaigns for Citroën, Peugeot, Toyota,
Nissan, Mazda, TIM, Eni and Ferrarelle, and later leading creative and design teams for AB InBev,
Mondelez, Reckitt, Opel and Timberland.
He has sat on the brand side too: international campaigns and art direction for Triumph, Sloggi and
Valisère in Munich, the Russian launches of EMPIRE and CAR for Bauer Media, and the rollout of
Proximus’ new brand identity in Brussels.
He is also an award-winning fine-art and fashion photographer — his series Private Distortion
has been exhibited and published internationally, from Normal Magazine to IONNYK at Le Bon
Marché in Paris — and the founder of White Rabbit Brussels, Kimowi and Urban Kong.
So when we use generative AI, it is one more instrument in an experienced hand, next to the
camera, the edit and the brief. The idea, the taste and the responsibility stay human.
