“Look, let me explain something to you.
I'm not Mr. Lebowski. You're Mr. Lebowski.
I'm the Dude.”
Born in 1967 in Turin , growing up in Milan to become a “Roman dude” a few decades later , Ago ( nick name for Agostino Silvio Michele Marcello Tullio Giovanni Maria ) Panini is one of the most successful directors in Italy.
He makes his debut in advertising in February 1997 with car commercials and since then has developed a special sensitivity for a particular genre of visual narrative , which has evolved and grown internationally with brands such as BMW , Mercedes , Lamborghini, Fiat , Seat, Opel , Peugeot, Alfa Romeo , Lancia, Renault ...
Beside his intensive work in the auto sector , Ago has is passionately interested in shooting food , nurturing a different approach to the conventional cannons of the genre, as always treading his own unique path. That soon brings him to work with the market leaders : Barilla , Ferrero, Findus and some of his campaigns become " benchmarks " for the sector , changing the visual approach to food commercials.
In 2007 , he wrote, directed , and produced " Waiting for the Sun," his first feature film , winner of several, national and International festivals : a " noire " comedy. This experience strongly impacts his way of telling stories in commercials which, together with his visual flair, makes him a unique director with very broad experience in the art of filmmaking.
He never quit the world of photography and has shot major campaigns for Barilla , Alfa Romeo and HP.