Michael de Piano
Founding Partner & Creative Director @Good Eye
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WORK HISTORY
Founding Partner & Creative Director @Good Eye
London, GB
Starting a purpose-driven creative community with Ben Peers
EDUCATION
University of Leeds
BA (Hons); MBA (Hons), History; Modern History
SKILLS
ABOUT MICHAEL DE PIANO
Award-winning senior creative, writing words and producing ideas that speak to the soul. Proud owner of a 4.79 / 5 Uber rating. Can work solo, or as a Creative Team with the extremely talented Michele Bona. I’ve worked at some top agencies, including VML, AMV BBDO, McCann London and more. I’ve won some metal, won some pitches, laughed, cried, and made plenty of friends along the way. In my time, I’ve helped reinvent the car configurator, got Zlatan Ibrahimovic to the World Cup, given Santa a break, helped a survivor, launched a supercar, and got a chicken on a train. I don’t think many other careers will allow you to say that, which is why I love this job and will continue to fight for creativity every day I’m allowed to do this. After nearly 15 years in the business, I’ve learned many things. Here are 10 of them: 1. Every brand talks. But few say anything of value. Brands spend too long talking to people’s heads. Not enough time speaking to their hearts. Creativity is vital for every business. But creatives are bad at making a business case for their work. Try to be commercially minded.4. Be passionate about your work. Otherwise no one will care. Too many out there are happy with middle of the road. But when was the last time you remembered something that was middle of the road? Remind yourself on a daily, weekly, monthly basis that we are not saving lives. This is essential for survival. This should be fun. This needs to be fun. If we’re not having fun, how can we entertain and engage our audience? The best creative ideas come when you’re not trying to have creative ideas. Good creative dies in meetings. Be vigilant. Be ready to protect what’s yours. Creativity isn’t an occupation. It’s a pre-occupation.11.(Bonus) Research is a creative’s best friend. Get stuck in. This is a quick snapshot of me. But behind this profile is a real person. Someone with a family. With friends. With hopes, dreams, and real-world problems. Life happens to us all. Be kind. Know I will do my best to be and tell me if I stray from that. Solo folio: Team folio: Email: m••••••••@gmail.com
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