Spring Studios Hires Fred Paginton as Executive Creative Director

Spring Studios, the multi-discipline creative house crafting strategies, campaigns, content and experiences for purpose-driven brands, with clients including Breitling, Chanel, Marni, Coty, Diet Coke, Dorchester Collection and more has hired Fred Paginton as its new executive creative director.

Fred joins Spring from Dazed, where he was instrumental in evolving the  iconic publishing brand’s commercial output, transforming Dazed Studio from a producer of branded content into a full service creative and advertising services model. Under Fred, the Dazed creative team doubled in size, establishing a global client roster to increase year on year revenue, further supported by Dazed’s expansion into the US market with the opening of its New York based commercial studio.

Fred is responsible for some of the most well-known work for luxury brands in recent years, including the Gucci loafer campaign featuring actor Paul Mescal, Moncler’s Spring/Summer 2024 campaign entitled 'An Invitation to Dream’, and the exhibition takeover of Milan's central station during design week featuring a cast of global visionaries such as Deepak Chopra, Isamaya Ffrench, Jeremy O. Harris and Daniel Arsham. 

During his tenure with Dazed, Fred was awarded three British Arrows awards and a Ciclope for his work with Nike, as well as a Lovie award for the studio’s H&M Move global campaign. 

Prior to Dazed, Fred was with hyper creative agency U-Dox, where he led global campaigns and special projects for Adidas Originals, and additionally created the global strategy and brand expression for the iconic automotive brand, Mini.

Fred will work closely with Anouk Jans, executive creative director of Spring Milan, as they evolve Spring’s creative offering for a new generation. 

“Fred’s appointment is an exciting new chapter for Spring,” said Marco Di Capua, global managing director, Spring Studios. “His work on some of the most memorable and important work in the luxury and fashion space in recent years has been widely noted in the industry. He understands how to evolve and to recreate brands in the cultural space; tapping into moments and talent that take brands to the next level.”

Fred Paginton added, “Spring’s DNA at the intersection of art and commerce as a visionary creative partner is what brought me here. Spring works with the world’s most respected brands across modern luxury and fashion lifestyle, and collaborates with some of the most progressive creative talent in the industry. We share an ethos and outlook that goes  beyond advertising; creating work that truly impacts and elevates the culture we both consume and experience on a daily basis. Simply put, Spring has a reputation as a place where creativity can thrive - and I can’t wait to be part of this new, exciting chapter.”