Image of Lorenzo Picchiotti

Lorenzo Picchiotti
Chief Creative Officer

MILAN, ITALY // Lorenzo is Chief Creative Officer and Partner of DUDE, advertising agency and production company in Milan and London.

Born and bred in Tuscany. After a Bachelor’s degree in Psychology at the University of Florence, Lorenzo discovered a great interest in the advertising world.

He therefore graduated in Design and Communication and started his career as an Art Director in Florence working for Fashion and Luxury brands.

In 2009 He moved to Milan, first Red Cell (WPP Group) then JWT (now Wunderman Thompson). Later on his career continued in ßM&C Saatchi Milan for two years. During that period he participated to the Young Lions Competition in Cannes and won the Gold Lion for the Film category with his lifelong working parter Livio Basoli.

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 started a new project, transforming DUDE - a very small production company at the time - into an integrated creative and production agency. Today DUDE counts around 70 employees, an office in Milan and one in London, and works for clients like Netflix, Spotify, Uniqlo, Babbel, Kraft Heinz, Napapijri, and others.

In his career he won national and international awards as Cannes Lions, Epica Awards, New York Festival, Promax Europe Awards, One Show and ADCI Awards.

Alongside DUDE he enjoys very much working as a lecturer and tutor at the European Design Institute - IED. In the last three years he won also international awards with his classes as Clio Awards, One Show, D&AD New Blood and a shortlist at Future Lions.

Lorenzo is a music addict and never gave up his dream of becoming a decent post punk bass player.