He studied photography in London at the College of Printing.. He first worked as a photo reporter in 1970 and then worked as a cinema operator. At the time he met Simon Guttman, the founder of the Report agency, which will have a crucial role in the career of Massimo. Known particularly for his series of Italian beaches, the photographs of Massimo Vitali represent one of the main themes of the image of modern life: the fantasy of escaping from social and economic restrictions. Nevertheless, these images show that the landscape as a genre has still a potential for transformation. These beaches become a site for relaxation where the industry of recreation is flourishing. For a large number of his works, Vitali stands on a 4 or 5 meters high podium and uses large-format, high-resolution film. Today he lives and works in Lucca, Italy and Berlin.