The JCU Office of Development and Alumni Affairs had the pleasure of reconnecting with alumni Salvatore Britti and Carolina Ferrarello to explore their entrepreneurial journey and the story behind Filmo. A global live shopping and social commerce platform for fashion, beauty, and luxury vintage, Filmo is built for brands and creators on Instagram, Facebook, and Shopify.
Salvatore graduated with a BA in Marketing and a minor in Communication, while Carolina earned her BA in Marketing and minored in Psychology. Currently based in Australia, they combine their skills and international perspectives to drive Filmo’s growth and impact, turning their university experiences into a thriving new business.
What inspired you to create Filmo?
Carolina: The idea for Filmo came from an issue I personally encountered while speaking with brands. Many were investing heavily in Instagram and Facebook lives and reels. Engagement was strong, but converting viewers into buyers was difficult. I remember a brand that had hundreds of viewers on Instagram live who were asking how to buy, but their team was busy replying to comments and sharing links, all while trying to keep inventory under control. That frustration stayed with me. It felt wrong that brands who were doing everything right creatively were being held back by systems that were not built for live selling. Around that time, I kept talking through this problem with Salvatore Britti, my co-founder and a fellow John Cabot University alumnus. We both cared about building something practical that works for founders on a day-to-day basis.
We realized that the issue was not content, audience, or effort. It was the lack of a proper system that could turn views into sales instantly, across channels and without high costs. Filmo is built to solve that. It offers brands one platform where a single inventory can power sales from livestreams and reels on Instagram and Facebook, from their Shopify website, and from the Filmo marketplace, all in one flow. The goal was to make live selling feel simple for the brand and frictionless for the buyer.
What has been the most challenging part of your journey as a founder so far, and what has it taught you?
Carolina: The hardest part has been building a system that feels simple while handling real complexity underneath. Filmo connects livestream, checkout, inventory, and multiple sales channels in real time. Making all of that work simultaneously and at a cost brands could afford took focus and restraint. It taught me that good products remove effort instead of adding it, and that clarity is often more powerful than speed.
How did your time at John Cabot University shape the way you think, work, or take risks today?
Salvatore: John Cabot University shaped how I approach problems. Studying in an international environment taught me to think multidimensionally/across different markets and with multiple approaches. It made me comfortable asking questions, challenging assumptions, and building with a global perspective. That mindset still guides how I make decisions today.
Are there any specific experiences, classes, or people at JCU that had a lasting impact on your path?
Carolina: The New Product Management class with Professor Pietro Paganini had a lasting impact on me. I took it with Salvatore, and it was the first time we worked through the process of identifying a real problem and designing a solution from start to finish. That experience stayed with us. We didn’t know what we would build back then, but it planted the idea that one day we wanted to create something meaningful together.
What advice would you give to current JCU students who are dreaming of building a business of their own?
Carolina: Spend time listening; the best ideas come from understanding real problems. You don’t need everything figured out before you start, but you do need curiosity and persistence. Build something useful, test it early, and don’t be afraid to learn as you go. Progress comes from doing, not waiting.
