Born in 1961, Giovanni graduates from Istituto d’Art Beato Angelico art school in Milan. In 1980 he starts his career in advertising working for various agencies in Milan like Ata, Bates and Mc Cann.In 1991 he becomes Associate Creative Director in Saatchi&Saatchi and that same year he directs his first commercial for Neutro Roberts, chosen by Paul Arden for the Cannes New Talent Showcase that year.
In 1992 he starts his career as director in NPA then in New Partner and finally in BBE Politecne. In 1996 he starts free lancing and works for clients like: Bayer, Barilla, Binda. Breil, Lovable, Peroni, Sector, Tissot, Valtur and Wyeth. At the same time he directs videoclips for leading artists such as Jovanotti, Baccini and Raf.
In April 2002, Giovanni opens his own production company Bedeschifilm which is the first Italian production company to believe in the “made in Italy” talent and which is centered exclusively around its directors. Ever since Bedeschifilm was established, Giovanni has worked for many clients such as: Agnesi, Aperol, Apofruit, Bolton Manitoba, Cielo Venezia 1270, Corpcom Gmbh, Du (Emirates Telephone Comany), Gioellerie Stroili, Intesa Sanpaolo, Le Fablier, Manetti Roberts, Olipiadi di Torino 2006, Pastificio Rana, Natuzzi, Plasmon, Rovagnati, Sara Assicurazioni, Scotti, Tiscali, Unicredit just to name a few. Together with his six directors, Giovanni has furthermore developed a division within Bedeschifilm, specializing in fiction and focuses on developing film projects. So far this division has produced five short films, one docudrama, two pilot films for TV and has won several awards and nominations at major national and international film festivals.
In 2003 Giovanni won the Addy Award in America with the commercial for Corona beer. Giovanni also won the Premio Targa d’Oro award for the commercial “Opera” for the 2006 Turin Winter Olympics.

Download bio