There are events that become part of a school's history. The meeting with David Carson, one of the most influential graphic designers in the world, is undoubtedly one of them.

ILAS Academy had the privilege of exclusively hosting the renowned American designer in Italy for one of the ILAS Visual Communication Days, offering students, professionals, and enthusiasts a unique opportunity to engage with one of the leading figures in contemporary graphics.

The event, held at the Multicinema Modernissimo in Naples, saw the participation of over 600 people, confirming the strong international interest that Carson's work continues to generate.

The Designer Who Changed the Way We Think About Graphics

Talking about David Carson means recounting a true cultural revolution.

With his work, he challenged the traditional rules of graphic design, showing that communication does not necessarily coincide with the perfect readability of a text.

His famous statement:

"Don't confuse legibility with communication."

has become one of the most debated principles in the history of contemporary graphic design.

Before Carson, the Swiss school’s rigor, grids, typographic order, and rational layout prevailed. Carson demonstrated that emotion, intuition, and experimentation could become equally effective design tools.

For this reason, his work is considered one of the most important turning points in the history of visual communication.

The Ray Gun Phenomenon

David Carson's international fame mainly stems from Ray Gun, the magazine that in the nineties completely revolutionized editorial language.

The pages became a continuous experimental ground: overlapping fonts, deconstructed photographs, seemingly chaotic compositions, texts breaking every typographic convention.

This gave birth to what the world would later define as grunge graphic design, a style that would influence thousands of designers and profoundly change the way editorial layout is conceived.

But reducing Carson to a style would be a mistake.

As Massimo Vignelli said:

“Styles come and go. David’s design is a language, not a style.”

“Styles come and go. David’s design is a language, not a style.”

A Career Among the World's Biggest Brands

After his editorial experience, David Carson founded his own studio, David Carson Design, collaborating with some of the world's most important companies.

His clients include Nike, Levi’s, Pepsi, Ray-Ban, MTV, Microsoft, Mercedes-Benz, Giorgio Armani, American Airlines, CNN, Kodak, Toyota, Budweiser, MGM Studios, and many other international brands.

In 2014, he received the AIGA Gold Medal, one of the most prestigious global awards in the field of design.

In the same year, Apple included him among the 30 most influential Macintosh users in history, recognizing the contribution his work has made to the evolution of visual communication.

An Encounter That Left a Mark

During the seminar organized by ILAS, Carson shared his creative journey, discussing the relationship between design, intuition, photography, typography, and visual research.

More than just a conference, it was a direct exchange with one of the authors who changed the way we think about graphic design.

Students were able to hear not only the story of his most famous works but also the design method that led him to become one of the most influential designers of recent decades.

The ILAS Philosophy: Learning from the Leaders

ILAS has always built its educational path by inviting professionals who have truly contributed to writing the history of visual communication.

The presence of David Carson perfectly embodies this philosophy: offering students the opportunity to engage directly with those who have turned their work into an international reference.

Over the years, the ILAS Visual Communication Days have hosted designers, photographers, art directors, creatives, and professionals who have marked the evolution of contemporary graphic design.

The meeting with David Carson remains one of the most significant testimonies of this cultural journey, confirming ILAS's commitment to bringing to Naples the personalities who have helped change the way we see, design, and communicate through images.

"Don't confuse legibility with communication"

David Carson's philosophy is encapsulated in these few words and is the key to the revolution with which he transformed graphics.

There are great names like Neville Brody, Milton Glaser, our own Massimo Vignelli, who have shown us very beautiful, refined things and undoubtedly contributed elegance and style to the landscape of graphic design.

But there was a before and after Carson, and not many can say the same.

And hear, hear: David Carson will be in Naples on June 27th, hosted by Ilas for a free seminar, but only by reservation.

Visit David Carson's website

Photography is much more than just an image. It's a way of observing the world, interpreting it, and telling its story through a unique and personal perspective. It can emerge during a journey, from an unexpected encounter, from a detail that escapes others, or from a place we thought we knew. Every photograph holds a point of view, an emotion, a story.

ILAS Photo Contest 2026

From this idea comes the ILAS Photo Contest 2026, a competition dedicated to contemporary photography that invites photographers, enthusiasts, and authors to share their vision through the universal language of images.

The contest is open to everyone, with no age or origin limits. Professional photographers, amateurs, students, and emerging authors can participate, competing in the OPEN category. ILAS students and graduates will also have a dedicated ranking in the ILAS category, designed to highlight the talent and educational journey of the Academy's participants.

Each author can choose the expressive mode that best suits their project, participating with a single photograph or with a reportage consisting of 5 to 10 images.

Thematic Paths

There are two thematic paths to choose from.

Inner Geographies invites exploration of the journey as a personal experience, a path made of emotions, memory, and transformation, where the landscape becomes a metaphor for what happens within us.

Free Photographic Research, on the other hand, allows for maximum expressive freedom, enabling each author to develop a project without thematic constraints, following solely their own sensitivity and photographic language.

Evaluation and Prizes

The works will be evaluated by a jury composed of some of the most authoritative figures in contemporary Italian photography, alongside public voting through a transparent system reserved for verified users, thus offering a balanced comparison between professional judgment and community participation.

There are four prizes of 250 euros each, awarded in the following categories:

• Single Photo – OPEN
• Reportage – OPEN
• Single Photo – ILAS
• Reportage – ILAS

Registrations are open until September 30, 2026, and participation is completely free.

An Invitation to Participate

If you have a story to tell, a project to share, or simply a personal way of seeing the world, now is the time to let your images speak.

The ILAS Photo Contest 2026 awaits you.

GO TO THE WEBSITE

Cover photo: photograph by Serena Salerno, winner of the ILAS Photo Contest 2015.

For many years, the principle seemed obvious: if an ad works on television, it will work online too. This logic has driven a significant portion of digital communication over the past fifteen years. Many companies have simply transferred the same videos designed for TV schedules to video platforms, merely changing the distribution medium. From a cognitive psychology perspective, this choice is based on an assumption that scientific literature strongly questions: considering the way the brain experiences television equivalent to how it experiences a platform like YouTube.

The difference is not about the video. It's about the viewer's mental state.

Two Cognitive States, Two Media

When we watch television, we are in a state of passive consumption - what media literature defines as lean-back: the viewer is relaxed, does not precisely control the flow, and has reduced cognitive involvement. This condition has been known for a long time: as early as Krugman (1965), studying the impact of TV advertising, described it as learning without involvement. In this context, advertising is part of the implicit contract with the medium: it is perceived as an expected interruption, which can be awaited, ignored, or bypassed by changing the channel, without really hindering anything we are doing - because, strictly speaking, we are not doing anything.

The situation is radically different on a digital platform. Most people who open YouTube do not simply want to "watch YouTube": they are looking for specific content - a review, a tutorial, a lesson, a solution to a problem. It is the opposite condition, lean-forward: behavior is goal-directed, and attention is already focused on achieving a purpose. In this context, advertising does not just interrupt a video. It interrupts the achievement of the goal.

This seemingly subtle difference profoundly alters the user's psychological experience - and with it, the fate of the message.

Goal Interruption: Psychological Reactance

The theory of psychological reactance (Brehm, 1966) describes the response that emerges when a person perceives a limitation of their freedom of action: irritation, opposition, frustration. In the case of non-skippable preroll ads, the user does not choose to interrupt their activity: they are forced to wait to reach what they want to see. Edwards, Li, and Lee (2002) empirically verified this mechanism specifically on forced exposure ad formats, demonstrating that the perception of intrusiveness generates irritation and active avoidance behaviors; Cho and Cheon (2004) then identified perceived goal impediment as the main predictor of online ad avoidance. Goodrich, Schiller, and Galletta (2015) extended the evidence specifically to online video advertising, showing that perceived intrusiveness translates into negative attitudes and lower return intentions.

Where Negative Emotion Goes

What happens to the irritation produced by forced waiting? Psychology offers a precise answer through studies on misattribution of affect. Schwarz and Clore (1983) demonstrated that individuals do not accurately distinguish the origin of their emotional reactions: the affective state experienced during an experience tends to be attributed to the stimuli present at that moment. In the case of preroll ads, the most evident stimulus - often the only identifiable one - is the brand.

This is not a speculative hypothesis. Duff and Faber (2011) experimentally documented the phenomenon of distractor devaluation applied to advertising: advertising stimuli that the user actively tries to ignore are not simply forgotten but evaluated more negatively afterward. The avoided ad is not neutral: it leaves a trace, and the trace is hostile. Thus, the mandatory interruption not only reduces the effectiveness of communication: it actively contributes to forming a negative sentiment towards the brand. Not because the message is of poor quality, nor because the product is uninteresting, but because the brand becomes the symbol of the obstacle separating the user from their goal.

The Cognitive Cost of Interruption

This interpretation finds further support in research on task switching. Studies by Rubinstein, Meyer, and Evans (2001) and the synthesis by Monsell (2003) show that every task change requires a mental reconfiguration: interrupting a goal-oriented activity involves a cost that does not depend solely on lost time, but on the effort needed to reconstruct the previous context. Leroy (2009), with the concept of attention residue, highlighted how an interruption leaves part of the attention anchored to the suspended task, reducing cognitive efficiency upon resumption. Although these studies do not directly concern online advertising, they describe the mechanisms by which a forced interruption is perceived as particularly hostile when it interferes with an immediate goal.

The Multiplier: Compulsive Consumption

However, there is a factor that the simple analogy with television cannot even represent, and it is perhaps the most important: the consumption rhythm. The consumption of video platforms is not a single, prolonged experience like watching a movie, but a rapid and often compulsive sequence of micro-contents: dozens of videos consulted in a few minutes, each opened to answer a micro-question or satisfy a micro-curiosity. On television, the viewer encounters an ad block every twenty or thirty minutes of content; on the platform, a user consuming short content in sequence can encounter an interruption with every single video.

Television interrupts a program a few times during viewing; a platform can interrupt dozens of intentions in the same browsing session.

The consequences are arithmetic before they are psychological. A thirty-second ad in front of a forty-second content means that almost half of the user's time is expropriated; repeated on every video in a session, it turns the platform into an obstacle course where reactance does not deplete, it accumulates. Each preroll adds its share of frustration to that of the previous ones, and misattribution does the rest: the negative emotion accumulated in the session is discharged onto the brands that are its visible faces. It is difficult to imagine a more efficient device for building negative sentiment towards a brand through an advertising investment.

The Design Error: The Transplanted Schedule

From this perspective, the still-dominant design error becomes clear: considering YouTube a mere extension of television, adapting the medium without rethinking the psychological context. A thirty-second ad built to accompany a passive viewing experience is inserted into an active search experience, where the brain interprets every obstacle as a delay in achieving its goal. The message is the same; its psychological meaning is opposite.

The TV ad is born to tell a story. The digital ad should first and foremost spark interest, leaving the user the choice to delve deeper.

The literature indicates the alternative direction just as clearly. Pashkevich, Dorai-Raj, Kellar, and Zigmond (2012), analyzing skippable formats, showed that returning control to the user - the ability to choose whether to watch - drastically reduces the negative experience without compromising value for the advertiser: those who choose to watch are, by definition, an interested audience. Belanche, Flavián, and Pérez-Rueda (2017) confirm that in skippable formats, congruence with content and user engagement determine effectiveness far more than exposure duration.

The resulting design principle is simple: on the platform, the function of the ad is not to tell everything, but to hook. A format of a few seconds built around a hook - a salient piece of information, an offer, a verifiable promise - respects the user's cognitive state: it incurs minimal attentional cost, communicates the essentials, and delegates further exploration to a voluntary act. Those interested click and reach the brand with a positive attitude because they chose it; those not interested are not held hostage and have no reason to develop hostility. Petty and Cacioppo's (1986) dual-process model of persuasion describes exactly this dynamic: deep persuasion passes through the central route, which requires motivation - and motivation cannot be extorted by blocking content; it can only be solicited and then facilitated.

Imposing thirty non-skippable seconds on an uninterested user is not a visibility strategy: it is the purchase, at a high price, of a negative emotional association. The consequences are not always immediate nor easily measurable, and not every preroll automatically produces a hostile attitude. But the convergence of reactance theory, affect misattribution, and distractor devaluation indicates that the probability of associating negative emotions with the brand systematically increases when the message is perceived as an imposed interruption rather than relevant content - and increases with each repetition.

Conclusions

Perhaps the correct question is not how long an ad should last, nor how spectacular it should be. The question is: in what cognitive state is the person at the moment they receive it?

The difference between television and digital platforms does not lie in screen quality, but in user psychology. On the couch, in front of the TV, the advertising interruption meets a receptive brain; in front of an active search, it meets a brain with a purpose that will register as an adversary anyone who stands in its way. Understanding this distinction means designing campaigns that respect how people seek information, learn, and pursue their goals.

An effective advertisement is not one that manages to interrupt a behavior. It is one that manages to integrate into that behavior without being perceived as an obstacle.

Only then does the brand become part of the user's experience, rather than the symbol of the interference they are forced to overcome.

References

Belanche, D., Flavián, C., & Pérez-Rueda, A. (2017). Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads. Journal of Interactive Advertising, 17(1), 1-15.

Brehm, J. W. (1966). A Theory of Psychological Reactance. Academic Press.

Cho, C.-H., & Cheon, H. J. (2004). Why Do People Avoid Advertising on the Internet? Journal of Advertising, 33(4), 89-97.

Duff, B. R. L., & Faber, R. J. (2011). Missing the Mark: Advertising Avoidance and Distractor Devaluation. Journal of Advertising, 40(2), 51-62.

Edwards, S. M., Li, H., & Lee, J.-H. (2002). Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads. Journal of Advertising, 31(3), 83-95.

Forgas, J. P. (1995). Mood and Judgment: The Affect Infusion Model (AIM). Psychological Bulletin, 117(1), 39-66.

Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer Reactions to Intrusiveness of Online-Video Advertisements. Journal of Advertising Research, 55(1), 37-50.

Krugman, H. E. (1965). The Impact of Television Advertising: Learning Without Involvement. Public Opinion Quarterly, 29(3), 349-356.

Leroy, S. (2009). Why Is It So Hard to Do My Work? The Challenge of Attention Residue When Switching Between Work Tasks. Organizational Behavior and Human Decision Processes, 109(2), 168-181.

Monsell, S. (2003). Task Switching. Trends in Cognitive Sciences, 7(3), 134-140.

A fundamental part of contemporary visual culture has dissolved the rigid separation between art, design, visual communication, and popular imagery. Images no longer exist within closed territories: they circulate through the web's flows, overlap, change function, and constantly acquire new meanings.

In this fluid scenario, a painting can adopt the visual synthesis of an advertising poster; a liturgical or votive symbol can coexist with a character from pop culture; a masterpiece from art history can be reinterpreted through the codes of comics, typography, collage, or street art. Mass culture is no longer an external territory to art but is the very ecosystem in which the work takes shape, transforms, and is enjoyed.

It is precisely within this condition of permanent contamination that Alessandro Cocchia's work is situated.

Designer, art director, and artist, Cocchia belongs to a generation for whom the boundary between high culture and popular culture no longer represents a dogmatic hierarchy to defend but a critical distance to traverse. His research stems from this continuous crossing. Painting, graphics, collage, typography, and pop imagery coexist within a language that does not seek formal purity but visual friction; not homogeneity, but stylistic collision.

The exhibition Je so’ Punk, set up in the spaces of Maschio Angioino from July 29 to August 26, makes this design method explicit. The title openly recalls the famous song by Pino Daniele, Je so’ pazzo, but the reference to punk goes beyond mere musical citation or stylistic caricature. Here, punk becomes a way of thinking and constructing images: the desire to break representational conventions, traverse heterogeneous languages, and liberate symbols from their iconographic immobility to reinsert them into new chains of meaning.

Irony as a Critical Tool

In Cocchia's work, irony never coincides with mere visual amusement or a superficial joke. It is, in every respect, a tool for semantic displacement. His compositions work because they short-circuit seemingly incompatible elements, forcing the viewer to reconsider the meaning of what they see.

Figures from art history, global pop icons, sacred figures, cartoons, and contemporary culture protagonists share the same visual space. The chronological and symbolic distance that separates them is deliberately compressed: Andy Warhol, Frida Kahlo, and Jan Vermeer thus collide with the Simpsons, Peppa Pig, or TV series characters.

However, this is not neutral or nostalgic citationism. Cocchia uses the memory and recognizability of the image as genuine construction material. Each symbol is chosen because it already holds a collective narrative, an emotional legacy, and a precise value in the common imagination. The artist intervenes on this layered memory, deforms it, and returns it in an unprecedented form.

It is in this gap that his work surpasses the mere decorative surface of neo-pop. The images do not merely reproduce the symbols of mass culture but highlight their ambivalence: their ability to generate desire, identification, consensus, and consumption.

Contamination as Method and Design Rigor

In Cocchia's work, the term contamination does not indicate a generic juxtaposition of styles and languages but describes a precise transformative process. To contaminate means to alter the deep nature of the elements brought into contact.

When a sacred icon is traversed by the communicative synthesis of advertising, or when a masterpiece of art history meets the language of cartoons, neither element remains identical to itself. The traditional symbol loses part of its distance; the pop image acquires new conceptual density.

In this process, Cocchia's training in visual communication plays a crucial role. His works constantly reveal a solid design architecture. Nothing is left to chance, even when the final outcome seems guided by the immediacy of gesture or the expressive freedom of collage.

The calibrated arrangement of elements, the management of color contrast, the syntactic relationship between text and figure, and the ability for visual synthesis derive from long practice in the field of visual design. Cocchia's artistic production is not a separate parenthesis from his profession as a designer but represents a natural extension: where graphics organize and structure the image, art intervenes to introduce tension, paradox, and contradiction.

Naples as a Visual Archive

Naples occupies a central position in the artist's research but is stripped of any folkloristic or scenic rhetoric. The city is configured as a vast open-air visual archive, a living stratification of religious symbols, popular characters, musical memories, votive shrines, sports icons, and urban life rhythms.

San Gennaro, Pino Daniele, and Diego Armando Maradona do not appear as mere portraits but become symbols through which a community defines its belonging and constructs its image.

Cocchia works on these symbols without transforming them into relics. He removes them from celebratory routine and reinserts them into the circuit of the present. His Naples is not a city folded on its past but a porous organism capable of metabolizing external influences and returning them in original forms. It is precisely this innate ability to absorb and rework complex codes that makes Neapolitan culture profoundly punk: intolerant of rigid definitions, allergic to formal purity, and in continuous self-reinvention.

The Image Between Art Autonomy and Graphic Synthesis

A key aspect of Cocchia's work concerns overcoming the historical separation between the expressive autonomy of art and the persuasive function of commercial graphics. While modern culture has often built a wall between these two fields, contemporary complexity shows their daily interpenetration.

Cocchia operates precisely in the contact zone between these worlds. His works possess the impact and synthesis of an advertising poster but deny immediate resolution, maintaining the complexity and polysemy typical of a work of art. They are attractive and familiar images that capture the gaze only to disorient it through elements of disturbance and dissonance.

His experience as an art director allows him to master the mechanisms of perception and attention. However, instead of subjugating them to a univocal commercial message, Cocchia transforms them into critical material: the image seduces the observer and, at the same time, challenges their way of seeing.

BeThatCool: Ready-Made and the Desecration of Art

Among the most significant works in the exhibition is BeThatCool, a piece where Marcel Duchamp and Edvard Munch are evoked within a provocative framework. The bidet here assumes the role of a pivot around which an irreverent reflection on the art system and its mechanisms of fetishization revolves.

The reference to Duchamp's ready-made is direct, but Cocchia does not stop at archival citation. He shifts the axis towards a more popular and immediate language: the bidet is metaphorically presented as the “savior of art from shit-art,” in a short circuit intertwining irony, high culture, and institutional critique.

The presence of the real object, inviting the public to sit and interact, redraws the relationship between work and spectator. The installation transcends mere contemplative enjoyment to become an experiential device. The visitor becomes an active part of the work; through the photographic shot and sharing on digital channels, the piece crosses the boundaries of the exhibition hall and enters a new circuit of images and shares.

The Work in the Age of Sharing

Even the inflatable sculpture in the shape of horns, conceived as the symbolic installation of the exhibition, responds to this same logic. The superstitious gesture of Neapolitan tradition is decontextualized and transformed into an environmental installation, a plastic element, and a media scenography.

This multiplicity of planes reveals the contemporary nature of the image, which today does not live only in the physical place of exhibition but multiplies through personal devices and network flows. Every visitor, photographing and sharing, produces a variation of the work, inserting it into their personal narrative.

Cocchia consciously integrates this mechanism into the project: social sharing is not a promotional appendix of the exhibition but a constitutive phase of its functioning. The work continues to live beyond the walls of Maschio Angioino, rearticulating in the images produced by the public.

Neo-Pop as a Key to Understanding the Contemporary

Framing Alessandro Cocchia within the realm of neo-pop is correct, provided that this label is not reduced to a mere repertoire of bright colors and famous icons. In his work, neo-pop becomes a way of reading contemporary society.

It is a language founded on the awareness that our experience of reality is constantly filtered by a vast repository of pre-existing images. There is no entirely neutral view of a symbol: we always recognize it through the reproductions, variations, and stories that preceded it.

Cocchia works precisely on this stratification of memory. He does not invent icons from scratch but intervenes on images already rich in meaning, altering their context to reveal new levels of interpretation. The citation ceases to be a passive homage and becomes a critical act: moving an image means changing its value and revealing what habit had made invisible.

A Declaration of Visual Freedom

Je so’ Punk thus stands as a statement of expressive freedom. The freedom to reject rigid hierarchies between languages, juxtaposing art history with television culture, the sacred symbol with advertising communication, the local root with a global vision.

This freedom does not equate to the absence of rules but arises from a deep understanding of visual design. Cocchia's punk is not the anarchic negation of method but the conscious choice of someone who knows the grammars of communication and decides to bend, challenge, and redefine them.

In this sense, the exhibition at Maschio Angioino offers itself as a clear cultural position: it demonstrates that contemporary art can retain the immediacy of mass culture without becoming superficial, maintaining its complexity and critical charge intact.

Biography
Alessandro Cocchia has been a ILAS graphic design instructor since 2013

In September, students of the ILAS Advertising – Art Copy Course will have the opportunity to engage with one of the key figures in the history of Italian communication. For two months, Lele Panzeri will conduct the Art Direction module, bringing to the classroom not only technical skills but also a wealth of experience gained over more than fifty years at the highest professional levels.

In the landscape of Italian advertising, there are professionals who have interpreted their work with talent. And then there are figures who have helped write the history of this discipline. Lele Panzeri undoubtedly belongs to this second category.

An art director, creative director, advertising director, television author, writer, and journalist, Panzeri has been a leading figure in the evolution of Italian communication, working for some of the most important national and international agencies and creating campaigns that have entered the collective imagination. He was among the founders of the Art Directors Club Italiano (ADCI), where he also served as president, and in 2022 he was inducted into the prestigious ADCI Hall of Fame, an honor reserved for personalities who have left an indelible mark on Italian creativity. (⁠ADCI blog)

Throughout his career, he has collaborated with brands such as Ferrarelle, Golia, Pioneer, Il Manifesto, Veuve Clicquot, and many others, earning some of the most important international advertising awards, including Clio Awards, Cannes Lions, and dozens of ADCI awards. He was also the founder of the historic agency FCA/SBP, one of the entities that most influenced Italian advertising in the 1980s and 1990s. (⁠Design in Town)

Art Direction is learned by working with those who built it

Within the ILAS Advertising Course, the Art Direction module represents one of the most important moments of the educational journey. It's not just about learning to design a layout or choose a typeface.

Art Direction means learning to transform an idea into a visual message capable of moving, persuading, and staying in people's memories. It means understanding the relationship between image and text, between aesthetics and strategy, between creativity and market.

For this reason, the presence of Lele Panzeri takes on extraordinary value.

Students will not only study the great cases of Italian advertising: they will hear them recounted directly by those who conceived them, understanding the design method, the mistakes, the insights, the client relationship, and the path that turns an idea into a memorable campaign.

A cultural heritage before a professional one

The educational philosophy of ILAS has always been to entrust training to professionals who continue to be a reference point for the sector.

With Lele Panzeri, this choice reaches one of its most significant examples.

His presence does not only represent the teaching of a technical discipline but the encounter with a culture of communication built in the years when modern Italian advertising was born. An approach that focuses on ideas, the ability to observe society, the power of synthesis, and the value of creative design.

These are teachings that remain extraordinarily relevant today, even in the era of artificial intelligence: because tools change, but the quality of a project continues to depend on the strength of the idea that generates it.

An experience that goes beyond the lesson

During the two months of activity, students will have the opportunity to develop creative concepts, analyze historical campaigns, engage with real briefs, and receive feedback directly from one of Italy's most important creative directors.

It's a type of experience that can hardly be replaced by books or tutorials: the value arises from direct interaction with someone who has lived advertising from the inside, helping to define its languages, methods, and professional standards.

The tradition of excellence continues

The collaboration between ILAS and Lele Panzeri has deep roots. Already in 2006, Panzeri was the protagonist of a memorable seminar organized by ILAS, during which he revealed to students the behind-the-scenes of the profession and the daily work within major communication agencies. An encounter still remembered by many former students. (⁠Ilas)

His return is therefore the natural continuation of a collaboration that has always had a single objective: to offer students the opportunity to learn directly from the protagonists of Italian communication.

For those who wish to become art directors, creative directors, or advertising professionals, attending Lele Panzeri's lessons means engaging with one of the figures who have helped define the history of creativity in our country.

Because advertising is not only studied in manuals.

Advertising is learned, above all, from those who made it great.