Reto Caduff is a Swiss born creative director. He views his work as “storytelling” with different tools. When it works “it doesn’t even feel like work” – he says. He mostly directs documentaries and other visual content. As photographer he tells a story one frame at a time. With a background in graphic design, space and scale play an important part in all his work. He has spent 25 years in the creative industry in Europe and the US and gives speeches, teaches students, curates shows and consults media companies.