In 1995 he was known as Luther Blissett. In 1999 he create Men In Red, first marxist-ufology group. In 2003 he founded guerrigliamarketing.it a fake advertising agency which designed subversive hoaxes and created weird art projects exploring pornography, politics, and advertising. In 2009 he founded Kook Artgency a real advertising agency that runs 00KK a street disturbing team active in Rome. He is now working on a tv-series based on his most notable work: ThisMan.org.