Simone Rovellini was born in Piacenza in 1986 and lives in Milan where he works as a director. In 2013 he published C’est la vie, his first short film, which quickly went viral and was picked up by major Italian and international newspapers. From this moment, he begins to direct his research towards the web and in the same year he publishes on Youtube the video series Exploding Actresses, in which he digitally reworks some old cult films with a comic and grotesque effect. The videos get millions of views and spawn a series of viral GIFs on Tumblr. From 2014 to 2016 he collaborates with Toiletpaper Magazine, with which he creates important campaigns and collaborations, and since 2014 he has been part of the Motel Forlanini collective, which has established itself on the Milanese and then Italian scene with the musical project M¥SS KETA. After the first hit Milano, sushi & coca, he and the collective made numerous video clips and toured Italy and Europe with a series of live concerts. In 2018, UNA VITA IN CAPSLOCK, M¥SS KETA’s first album, was released, followed in 2019 by PAPRIKA. To this day, he continues to work as a director in the world of advertising to support his own more personal and experimental projects.