Riccardo RUINI

Creative Director | RUINI STUDIO

Starting his career in advertising, Riccardo Ruini has gathered a profound experience in high profile international agencies such as Publicis, Grey Advertising, Pirella Gottsche, and Lowe Lintas. Riccardo Ruini then followed his work for the Fendi Group, as Art Director in the mid-1990’s. Aside from restyling the Fendi logo, he revolutionized the brand’s corporate identity and packaging to its now-iconic incarnation and art directed the memorable ad campaigns that signed the launch of the must have Baguette bag era. The key to Riccardo Ruini's success is an intelligent, cultivated and contemporary approach to creativity. He has collaborated with numerous talented photographers as Mert Alas and Marcus Piggott, Inez van Lamsweerde and Vinoodh Matadin, Guido Mocafico, Peter Lindbergh, Mario Sorrenti, David Sims, Sølve Sundsbø, Tim Walker, David Bailey, Deborah Turbeville, Sarah Moon, Steve McCurry, Scheltens & Abbenes, as well as artists such as Lorca di Corcia. Riccardo Ruini's artistic collaborations expand further in the areas of film and music with visionary directors of the caliber of David Lynch, Frank Miller, Chris Cunningham and Nicolas Winding, and musicians like Roisin Murphy, Friendly Fires, Bat for Lashes, Massive Attack and Donna Summer.



QUESTIONNAIRE for Juror in Milan 2018.

1. What was your very first job?

During one of my first experiences as a creative director, I had the opportunity to work with Fendi. At that time, nobody wanted to work in the fashion industry. Traditional advertisers viewed fashion as dull and thought that there was not enough copy in fashion campaigns , but I immediately understood the importance of fashion as art.

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

My job consists in building brand identity through my creative vision. In this line of work it’s crucial to understand how a brand intends to communicate its values using various channels. As the Creative Director of my studio I am responsible for proposing and developing tailor-made creative strategies and vision for our clients as well as  providing creative direction for all the work we produce internally. I also constantly liaise with creative talents (photographers, creative artists, directors..)  and work together with them in order to deliver the best results possible for our clients.

3. How did you discover that the creative world was right for you?

I’ve always loved fashion, I grew up in the fashion world, my mother used to work in fashion, and I was always drawn to fashion images. I was drawing constantly, so I felt I needed to do something artistic.  I studied art direction at the European Institute of Design in Rome and started working with [advertising] agencies as a graphic designer, mainly developing layouts and storyboards and making good money in that field, but then I realized that it felt limiting. I therefore decided to change my career path  to art direction.

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

I had a very close relationship with Fendi, we grew up together. They offered me their internal art director position, but working for a single client felt limiting for me, so I decided to open my own agency, Ruini Studio. As Fendi was my first client,  I was able to start my agency with one of the most important  brands in the industry. It was an amazing start. And after that I worked with great people that started where I started, at Fendi : Frida Giannini, Alessandro Michele, Mari Grazia Chiuri and Pierpaolo Piccioli. So I can say that my « training » was with Fendi.

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

Inspiration comes through being able to change one’s point of view. Inspiration comes literally from everything if you keep eyes, ears and heart open.

6. 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?

It is difficult for me to choose one piece of work. All of them are very important to me because they belong to my professional journey. One of my the latest projects that I am proud of is the collective Oslo fashion art festival, I am the curator of this art celebration that aims to discover and give visibility to new young talented artists from around the world. In 4 years I had the chance to involve some amazing young photographers and artists that I suspect will be the next line of talents for the future of fashion image.


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Executive CD & Partner | SUPERHUMANS
Head of Gbl Brand Comm. | MASERATI
International Brand Image Sr. Mgr | POMELLATO
Global Communication Manager | MOLESKINE
Head of Brand & Trading Communication | SKY
WW Omnichannel Retail Dir. | MAISON MARGIELA
Creative Director | DUDE
Media Marketing Manager | BORBONESE
Global PR Manager | PHILIPP PLEIN
Creative & Digital Director | TBWA
Executive Creative Director | PUBLICIS
Executive Creative Director | DDB
Creative Dir. | VICE Fashion & Luxury Group Italy
Communication Director | CARTIER
Co-Founder & Chief of Innovation | THE BIG NOW
Art Direction Brand Specialist | BULGARI
Communication Director | ADIDAS
Dir. of Media & Production | ETRO
Head of Advertising | ENI gas e luce
Creative Director | CUCCO
Head of Mktg & Comm. | PRIVALIA GROUP
Group Chief Marketing Officer | BARILLA
Creative Director | SARTORIA
Head of Digital, Mktg & Retail | NYX - L'ORÉAL
WW Comm. & Marketing Dir. | GILMAR
Design Curator & Journalist
Head of PR & Communication | YOOX
President | BRANDCOT
WW Visual Design Manager | BULGARI
Creative Director & Partner | M&C SAATCHI
Senior Print Designer | EMILIO PUCCI
Global Digital CD | PUBLICIS ITALY
Global Creative Director | SAATCHI & SAATCHI
External Communication Mganager | IKEA
Head of Communication | VHERNIER
Founder & Creative Director | MACSIOTTI
Board Member | ADCI
Communication Director | FAY
Creative Director
Creative Digital Project | DSQUARED2
Executive Creative Director | ARMANDO TESTA
Creative & Sr. Art Dir. | CONVERSION AGENCY
Global Head of Content & Media | DIESEL
Mktg Mgr | ICR Cosmetics & Founder LABSOLUE
Global Head of Creative Production | DIESEL
WW Image Production Sr Mgr | ETRO
Communication Lead | MICROSOFT ITALY
CEO/Creative Partner | AUGE HQ
Head of Social Media | ELISABETTA FRANCHI
Head of Mktg & Comm. | FABIANA FILIPPI
General Mgr Italy & Greece | COTY PRO. BEAUTY
Global Communication Director | HOGAN
Creative Production Director | WE ARE SOCIAL
Creative Director | DUDE
Media & Digital Comm. Mgr | ROBERTO CAVALLI
Exec. Creative Dir. | YOUNG & RUBICAM
WW Head of Digital | VERSACE
WW Head of Digital & CRM | ILLYCAFFE
Creative Director | RUINI STUDIO
Head of Strategic Innovation - SVP | PIAGGIO
Brand Manager | BEIERSDORF
Head of Communication & Digital Mktg | ASPESI
Head of Marketing & Communication | AGNONA
Head of Digital & Content EMEA | ALFA ROMEO
Digital & Content Mgr | PAULA CADEMARTORI
Chief Marketing Operations | TRUSSARDI
Sr. Brand Marketing Mgr | VF CORPORATION
Chief Global Marketing & Communication | PINKO
Creative Director | STUDIO BLANCO
Sr. Art Director | YOOX
Executive Creative Director | FCB
Advertising & Comm. Mgr | BASICNET
Global Marketing Manager | RAY-BAN
Group Creative Director | FCB
Marketing Creative Director | BOTTEGA VENETA
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Chief Digital Officer | ETRO
Image Production Manager | TOD'S
CEE Content Lead | COCA-COLA
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