In collaboration with major agencies, studios, companies, and magazines operating throughout these sectors, Franco shoots advertising campaigns, catalogues, and editorials, alternating between his commercial and personal work.

He says he is "attentive and curious enough to put himself to the test in different sectors", and uses digital and film. However, Franco maintains that "film is unparalleled in terms of quality and performance."

Clients include Black & Decker, Briko, Cassina, De Padova, Dubin, Ermenegildo Zegna, Flos, Frank Muller, Lema, Living Divani, Natuzzi, Pomellato, Riva Cantieri, Technogym, Wella and Zanussi.