Exec. Creative Dir. | SUPERHUMANS

Luca started his career in 1982 as an Art Director in McCann-Erickson. He joined Saatchi & Saatchi in 1991 as Creative Director. After 16 years at Saatchi, in 2007 he founded, together with Francesco Taddeucci, The Name. From 2009 to 2011 he was the Group Executive Creative Director at DDB Italy. In 2011-2012 he was the Creative Director at Lowe Italy. In July 2012, in partnership with Francesco Taddeucci, he created Humans. In January 2017 Humans merges with Superegg, starting SuperHumans.


1. What was your very first job?

My first job was exactly the same of today! I started an internship at Troost Campbell Ewald as a Junior art director. No University, no advertising schools, at nineteen years old I started learning my job on field, like an artisan.

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

In SuperHumans we create ideas. Some of them you can see and touch, some others you can participate in, some you can read, or listen to, or (it rarely happens) ignore. We are a cross between a big-idea experienced shop and a small, lively start-up. Because heavy doesn’t work. Not today.

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 the train of events that brought you to where you are today?

I loved arts, I loved drawing and since I was in school I loved to invent short stories about teachers or classmates, playing also with words. That lead me to one world: advertising. I tried to understand it thanks to a friend who worked for a multinational agency in Rome.

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

I get inspired by everything that’s around me. Especially in the today's completely fluid industry, every news, every image, every movie or song can inspire in finding insights to build and to bring good crafting of ideas.

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?

The Salvatore Ferragamo Signorina Perfume campaign is one of my favourite pieces. In a world full of CGI and post production, we moved to the exact opposite direction: we did a step back to the reality and, inspired by the theatrical scenography, we created a set where everything was build and moved by hand.


Exec. Creative Dir. | SUPERHUMANS
Head Of Gbl Brand Stg Mktg | ANGELINI
Brand Director | SKY
Exe. Creative Dir. | LEO BURNETT
Creative Director | OGILVY
Brand Img Supervisor | SERGIO ROSSI
Chief Marketing Officer | PINKO
Head of Art Buying | GUCCI
Gbl Mktg and Comm. Dir. | PATRIZIA PEPE
Creative Director | VICE Fashion & Luxury
Founder and Director | FFFMILANO
Co‑founder & Managing Dir. | THE BIG NOW
Strategic of Innovation | PIAGGIO
Exe. Creative Dir. | LEO BURNETT
Global Creative Director | PUBLICIS ITALY
Creative Director | CUCCO
Head of Mktg & Comm. | VEEPEE
Creative Director | SARTORIA
Head of Crea. Dep. | GREYUNITED
Brand Content Manager | HOGAN
Head of Pr & Comm. | YOOX
Senior TV Prod. & ADV | FERRERO
Creative Director & Partner | MC SAATCHI
Gbl Brand Managing Dir. | POMELLATO
Marketing Director | COTY
Creative Director | LEO BURNETT MILAN
Executive V.P. Creative | DELOITTE DIGITAL
Head of Art Buying | VERSACE
EMEA Exe. Creative Dir. | WPP
Advertising Director | PIRELLI
Chief Marketing Officer | MOLESKINE
Brand & Corpo. Comm. Mgr | Lamborghini
Gbl Content & Crea. Prod. Mgr | POMELLATO
Head of Mktg & Comm. | PERCASSI
Exe. Creative Dir. | ARMANDO TESTA
Exe. Creative Dir. | LEO BURNETT
Creative Director | YAM112003
Head of Creative Prod. | CALZEDONIA
Digital Content Manager | BVLGARI
Marketing Director | FURLA
Comm. & Img Prod. Mgr | LIU JO
Marketing Director | FABIANA FILIPPI
Creative Director | LUXOTTICA
Marketing Director | ARPER
ECD & partner | DUDE
Digital Manager | PORTS
Image Director | EMILIO PUCCI
Head of TV & Content | LEAGAS DELANEY
Chief Creative Officer | McCANN MILAN
Marketing Director | AGNONA
Head of Creative | MULLEN LOWE
Chief Creative Officer | DLV BBDO
Chief Marketing Officer | TRUSSARDI
Chief Gbl Mrktg & Comm. Board Advisor | PINKO
Chief Digital Officer | MISSONI
Head of Mktg | K-WAY, BASICNET
Head of Branding | VALENTINO
Mktg & Comm. Dir. | CAMICISSIMA
Director Mktg & Comm. | COTY ITALIA
Executive V.P. Creative | DELOITTE DIGITAL
Head of TV and Print | McCANN MILAN
Advertising Manager | FERRERO
Creative Director | JWT
Communication Manager | NIKE
Communication Director | DSQUARED2
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