DIGITAL CREATIVE DIRECTOR
The Grand Jury is NYF’s front line in selecting the World’s Best Advertising®. These award-winning creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round. Not an easy task. It takes experience, brilliant creative chops, and dedication to their craft.
NYF’s 2018 Grand Jury of 300+ creatives are one of the most diverse juries on the planet, with advertising creatives from over 50 countries around the globe, this jury is a powerhouse of innovation and creativity.
Grand Jury member Tommaso Mezzavilla is a Creative Director with Havas Milan. He has a deep experience in many disciplines ranging from digital to classical advertising, event organization and music production. Specialized in creating multi-platform campaigns with a strong creative and strategic approach. His aim is to motivate teams on pushing creative boundaries and discovering new disciplines.
Tommaso leads and manages ideas into concrete processes, from concept to completion. His portfolio contains projects for such well-known brands as TIM, Vodafone, Blackberry, Siemens, Samsung, Peugeot, Citroen, Volvo, Audi, Saab, Ferrero, Mondelez, McDonald's, Igloo, Campari, Gas Jeans, Loro Piana, Versace, Coccinelle, Discovery channel, Warner music, Mondadori, Feltrinelli, Durex, Roche etc.
He has earned numerous prestigious awards including Cannes Lions, Eurobest, Love awards, Fwa, Awwwards, CSSDesign and ADCI awards. As Tommy BASS he produced music distributed worldwide by Sony Music, Virgin music, Edel also for TV commercials and web. He as a passion for videogames and new technologies.
New York Festivals: If you were to participate on the Grand Jury ten or fifteen years from now, what changes would you expect to see regarding the work?
Tommaso Mezzavilla: I would like to see works that would help the world to change in a better way, in all possible meanings.
New York Festivals: Has the relationship between agency and client changed at all and if so how?
Tommaso Mezzavilla: Yes. It has changed in the lasts 20 years. Unfortunately, not in a good way from my point of view. Back in the early days, the creatives had a straight and close relationship with their clients. An example: Jaques Seguelà in the early 80’s got an idea for a Citroen TV commercial. He didn’t do a keynote presentation. He just picked up the phone and he called the boss of Citroen to tell him his idea. The client was excited about that idea and Jaques had the GO to do it. Today we have too many figures between the creative and the “decision person” from the client side.
New York Festivals: What philosophy drives your career?
Tommaso Mezzavilla: Innovation first. In ideas, media, technology, music, etc.…
New York Festivals: Did/do you have a mentor and what have you learned from them?
Tommaso Mezzavilla: My mentor was Emanuele Pirella, a real creative guru. One of the most talented Italian creatives of all time. He invented advertising in Italy. He taught me many many things. One that I liked was: if you want to sell a visual idea to a client you need to find a combination of great, simple, effective, words that describe it. A sort of catchy “claim” that explains perfectly your visual idea.
New York Festivals: How do you tap into creativity? What do you personally do to fan the creative flames?
Tommaso Mezzavilla: I like to realize ideas regardless the media. My favorite form of creativity, except adverting, is music. Somehow, when I produce music, I complete my visual ideas with a sound. I can’t think about a visual idea without thinking of a sound and vice versa.
New York Festivals: Favorite music album of all time?
Tommaso Mezzavilla: Licensed to ill – The Beastie Boys
New York Festivals: What is your mantra for life?
Tommaso Mezzavilla: Forward Thinking.