Creative Director | DUDE

Executive Creative Director of DUDE, advertising agency and production company in Milan and London, since 2014.

Lorenzo started his career as Art Director in Florence and then moved to Milan where he worked for several agencies as M&C Saatchi, McCann Worldgroup, JWT.In these years he had the opportunity to work for brands like Netflix, Spotify, Napapijri, Heinz, Red Bull, Sky, Fiat 500, Poretti, Chevrolet, Diadora.Since 2016 he is a passionate teacher at IED Milan. Music addict.


1. What was your very first job?

I was a bass player. I don’t know if we can call it even a proper job. Maybe not, unless you consider three beers every Saturday as a salary. Until 22 I could hardly image myself doing a job that was not about music.

2. Please describe, in your own words, what your job is and what work it entails.

I’m Executive Creative Director and partner at DUDE, an independent creative agency and production company.

We do a lot of stuff, but I think at the end it’s all about solving problems.

It could mean responding to client briefs, creating impactful campaigns and visuals, working on ideas with our team, manage the agency progress or discover the right talent to collaborate with.

3. 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? What was there train of events that brought you to where you are today?

I have always drawn. As a child I created continuously comics, made up characters and stories.

Then when I was fourteen I discovered the music and that changed my life. Along with that kind of music came the world of contemporary art, graphic design, experimentation and independent magazines.

After a degree in psychology at the University of Florence I discovered that all these beautiful things could find an outlet in the job of the Art Director. So, it was time to move to Milan.

4. In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?

One of the best things of this job is that somehow it forces you to be curious and curiouser, and to constantly search for new perspectives out of this industry. My favorite sources of inspirations are art exhibitions, music videos, graphic novels and independent magazines.

5. 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?

This is hard.

But If I have to choose just one it would be the commercial I did in Cannes for Movember. It was during the Young Lions competition in 2012, me and Livio (my partner and the other ECD in DUDE) had just 48h from the passage brief to the final delivery. It was my first time at the Cannes Creativity Festival, an amazing experience. And we won the gold.


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