Born in Florence Italy, but based in Tokyo since 2006, RubenFro (Ruben Frosali) is a visual effect artist and director, specializing in volumetric captures, point clouds and large particle-based dynamic environments.

With over 16 years of experience in development and creative direction, he focused on immersive content in 2018, working on a series of real-time art installations (Dissolving Realities Shibuya Takeover, Future Cities, Memories of Tsukiji) that have been exhibited around Japan, Taiwan, and New Zealand.

He directed, animated, and created VFX for fast-paced music videos and commercials (Green Juice - ASAP Ferg ft Pharrel Williams, McLaren ELVA: Challenge the Wind, Panic Attack - Pussy Riot, Split Personality - Deathpact, Leaving the Grid - ItalTek, Descent - Acronym, Atlas EP, Orisha) and created award-winning video art (Dissolving Realities, DAT) featured on platforms like Vimeo, Mutek, and in festivals and events around Europe and Asia.

In May 2022 he joined JADU AR as Head of Cinematics, working with Hollywood director Michael Bay in the creation of the cinematic trailer for the JADU AVAs, as well as designing the dynamic environments of the AVA collection.

During his exhibitions, he also gave lectures on point cloud rendering and immersive media at Wellington Victoria University and the University of Auckland.

Besides video art, he's passionate about traveling, photography, and music composition.