LorenzoPicchiotti
Chief Creative Officer / Partner, DUDE
Lorenzo was born and bred in Tuscany, Italy. After a gaining a bachelor’s degree in Psychology at the University of Florence, Lorenzo discovered his interest actually lay in the world of advertising. So, he went back to school and emerged a little while later as a graduate of Design and Communication and began his career as an Art Director in Florence working for Fashion and Luxury brands.
In 2009 he moved to Milan to work at Red Cell (WPP Group), then to JWT (now Wunderman Thompson). After that, he worked at M&C Saatchi Milan where he and his lifelong creative partner Livio Basoli won the Gold Lion award in Film in the Cannes Young Lions Competition.
During the same year, Lorenzo moved to McCann WorldGroup where he was part of the European hub for Chevrolet managing global campaigns.
In 2014 he embarked on a new journey, to help transform DUDE - a small production company at the time - into an integrated creative and production agency. Today DUDE employs nearly 100 employees, has an office in Milan and London, and creates major campaigns for clients like Netflix, Spotify, Uniqlo, Kraft Heinz, eBay, and others.
During his career he has won local and international awards such as Cannes Lions, Epica Awards, New York Festival, Promax Europe Awards, One Show and ADCI Awards.
In addition to his responsibilities at DUDE, he very much enjoys working as a lecturer and tutor at the European Design Institute (IED). In the last three years, the work he has created with his students has been awarded at One Show, Clio Awards, D&AD New Blood and a shortlist at Future Lions.