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 New Talent Showcase at Cannes Lions 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 “made in Italy” talent and it is centered exclusively around its directors. Ever since Bedeschifilm was established, Giovanni has worked for many clients such as: Agnesi, Aperol, 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. 
Giovanni has furthermore developed a division within Bedeschifilm specializing in fiction that 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. Giovanni's production company has won several awards at the 2015 and 2016 editions
 of Cannes Lions. Giovanni has been a fellow lecturer at Milan Brera Academy of Arts where he held regular lectures for post graduate students specializing in directing and cinema. He is currently working on his first feature film Pane dal Cielo ("Bread from the sky") on the Milan homeless that is expected to be distributed in the main independent film theatres throughout Italy. Giovanni is still very dedicated to directing both for the Italian market as well as abroad.