The Work That Made Me in association withLBB

The Work That Made Me: Cinzia Caccia

Advertising Agency
Milan, Italy
Creative director at VMLY&R Italy on how Fatboy Slim inspired her and why she has an aversion to 'Italian style' work

Cinzia Caccia is a creative director with fifteen years of experience in the advertising industry. Milan-based, with an international upbringing, Cinzia dreamed of shooting commercials. Pushed by this ambition, she started her career as an art director in 2007 when she joined Y&R, where she grew from intern to senior, working for big brands such as Barilla, Vodafone, Danone.

In 2016 she joined Leo Burnett taking the step to creative direction. There she has worked for McDonald's, Samsung, Ferrero, Nivea, Aldi, while gaining several new business and deepening her skills in the sport, luxury and beauty industry.

In March 2021 she joined VMLY&R as creative director and accomplished award winning projects of international visibility. She was juror at the 2021 edition of AdForum PHNX, ADC Italy and ADC Europe.

The ad/music video from my childhood that stays with me

It’s very hard to tell, but I would say ‘Right here, Right now’ by Fatboy Slim. Every time I watch this video, it has the power to involve me from the beginning to the very end, putting on a scene in three minutes that is the most incredible storytelling of all time.

The ad/music video/game/web platform that made me want to get into the industry…

No doubt, Dove Evolution. I’ve always been obsessed by perfection, which doesn’t mean following any beauty trends but my own high standards, which are indeed distorted by perception. At the time, I was a Photoshop beginner, which impacted me even more. Leaving aside my personal feelings, this commercial was incredibly powerful at that time, almost a social experiment, offering a strong message through a very simple but impactful execution. 

The creative work (film/album/game/ad/album/book/poem etc) that I keep revisiting…

The requiem by Mozart. Elegance and solemnity put together. 

My first professional project…

I always smile remembering my first commercial. I was a very junior art director, I thought that putting lions in an idea meant directly going to Africa for the shooting of the TVC.  This is when I learnt that we must dream bigger, since when you dream big you might just end up around the corner.  

The piece of work (ad/music video/ platform…) that made me so angry that I vowed to never make anything like *that*…

I have an aversion towards creativity represented in a popular Italian style. As I had an international upbringing, I don’t feel comfortable when it's like that, because it doesn’t speak my language.

The piece of work (ad/music video/ platform…) that still makes me jealous…

I could speak for hours… I would mention Got Milk Battle, Meet Graham, Dumb Ways to Die… I go mad for sublime craft and advertising that gives a hint of something that you can’t get in real life, as new representations, hyperboles and metaphors.

The creative project that changed my career…

My career hasn’t changed yet. I think it's never about a single project, we all are ‘the sum of all our training'.

The work that I’m proudest of…

“Rockin’ Mamas” really made me proud of producing a piece of work that reflects my aesthetics and my culture. To produce it was challenging. It was during the pandemic when Nicoletta - the creative director/copywriter I work with - and I came up with an idea that was so powerful that the team put a lot of effort into it. From director to musician. To develop and produce this campaign for the publisher Rolling Stone, we worked with the toughest schedules ever.

I was involved in this and it makes me cringe…

Unfortunately, clients’ comments can sometimes be very cringey. But sometimes agencies’ comments are way worse. 

The recent project I was involved in that excited me the most…

Just ten days ago we were shooting our last commercial on a plane in a hangar; we like tough projects! It was tiring but working with top directors is always an exciting experience.

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