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Michela Nicchiotti, Creative, Lean Mean Fighting Machine

1 min, 46 sec read
15:04 PM | 14 August 2011
by Adam Oldfield
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I am from Italy and I work in advertising as a creative. I am at Lean Mean Fighting Machine, an amazing digital advertising agency in London.

I was working in Italy in a traditional adverting agency and then I decided to move to London for its quality of advertising and the amount of innovations and solutions to all kinds of things.

I studied communication and new media at the university of Scienze della comunicazione Universita di Perugia and I did an MA in art Direction and Advertising in Rome and a course at the London College Communication.

I love to do illustration, photography, any form of art that suits the expression of a concept. I watch a lot of movies as well.

Where and when did you start your career in advertising and marketing?

The first time I stepped into a digital agency was Grey in London where I was working with a collective of artists for a short project. A friend of an agency introduce me and my creative partner to one of  my favourite Creative Directors (Nils-Petter Lövgren created Cadbury - Eyebrows). We worked at  Fallon for one year.

Your proudest moment so far?

When me and my creative partner won a digital the DoubleClick HTML5 Contest with Lean Mean Fighting Machine.

What's the best thing you've worked on?

I love all the projects  when I am in the right agency.

Your favourite brand and why?

I like brands with playful and challenging strategies like Cadbury 'A glass and half full of joy'.

What websites/magazines/advertising campaigns would you recommend to an aspiring student?

Campaign, Creativity Online and a book 'About the Moon and the Universe'. Banal I know but true...everywhere.

Who's had the biggest influence on your career?

A guy, Craig Kind (creative at AKQA in San Francisco, that was running a course called Playground where advertising and improvisation were mixed together.

What did you really want to be when you grew up?

A creative with a portfolio that I am proud of.

Where would you like to be in the future?

In the right place at the right time.

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