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Antonio ZUDDAS
Head of Communications | BORBONESE
He started as copywriter at TBWA Group and worked for brands from different industries like Maserati, Google, Sony and many others. His obsession for innovation, aesthetics and fashion made him shift to art direction and digital expertise, starting to work for brands like Fendi, Marco de Vincenzo and Pomellato. Then came the jump on the other side: from agency to company. He is currently the Communication Director of Borbonese, one of the last Italian historical houses in the fashion scenario.
influences
questionnaire
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What was your very first job?
Started as a copywriter even if my mentors suggested me to shift to art direction. It was just a matter of time, to accept this Dr. Jekill & Mr. Hide situation.
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Please describe, in your own words, what your job is and what work it entails.
Coordinating from A to Z everything that concerns marketing and communication for the company I work for.
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How did you discover that the creative world was right for you? Was there
a time in your life that you credit to this discovery? Was there a train of
events that brought you to where you are today?
I think that it was pretty clear as I opened my eyes for the first time. Creativity is the boost that keeps me alive.
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In a constantly changing world, how do you find inspiration to keep your
work fresh, innovative and relevant?
Nice question, when I was younger I used to focus on being innovative and fresh, “relevant” is the word now. We are living a new era of melancholia, we are not inventing anything, we are just reinventing it, and the main goal is how to stay relevant with it.
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If you had to pick one piece of work or project that you are most proud
of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
At some point of my job, I started asking myself why advertising in the Perfumery Industry was all the same, with copycats selling desires and memories. That questioning drove me to create a new brand, to challenge those clichés. I didn’t change the way we sell perfumes, but I’m proud having brought to life a very unusual way to approach to them. Do you want to know the name of the brand?
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Which creative disciplines do you commission most, and are most interested in
seeing more of and why? Which of these disciplines are you most interested in
seeing at CONNECTIONS? (ie photo, film, production, social, experiential,
vr, cgi, animation etc)
Experiential would be the more interesting but as I told before, innovation is nothing without relevance.
