“Just do what you enjoy doing. Be curious. You don’t know where your path will take you.” Vincenzo Lodato

There are people you meet at the end of a party, when the night is winding down and you’re already halfway out the door, who stop you dead in your tracks. Vincenzo Lodato was that person for me.

We met at one of Mary Shea’s unforgettable vineyard dinners at Querceto di Castellina, talked for maybe two minutes, and I knew before I reached my car that I had to have him as a guest on the podcast.

Vincenzo is a Los Angeles native whose first time on a plane was when he left for Rome for a junior year abroad, a trip that turned into nearly two years, dual Italian-American citizenship, and eventually a permanent life in a restored farmhouse outside Cortona.

His career reads like a fever dream of creative range: a fine arts degree, a stint in advertising, Design Director overseeing a division of Barbie at Mattel, Creative Director managing the Jurassic Park franchise at Universal Studios, Disney, Warner Bros., GQ Magazine in New York, and now teaching at Polimoda and FIT in Florence.

The thread running through all of it? He was almost never looking. The Mattel job led to Universal because a castmate in West Side Story mentioned his boss couldn’t find a creative director. Vincenzo showed up to the interview in a t-shirt and jeans, portfolio in hand, on his way to dress rehearsal. His first day on the job, he sat across from Steven Spielberg.

We also talk about Café Society, the intimate performance group he founded in Florence to bring American standards and musical theater to expat audiences; his illustrated children’s book BuppaLaPaloo & The I Love MEs, created with actress Dee Wallace of E.T. fame, now in conversations about becoming an animated series; and the art show he’s been quietly dreaming about for years.

This is a conversation about what it looks like to live a creative life on your own terms, the importance of staying curious, and of always yes to things you don’t fully understand yet.

Biography

Vincezo Lodato is one of the most respected global branding and marketing executives in the licensing and publishing industries with 30+ years of consumer products experience in apparel, accessories, footwear, toys, gifts, stationery, interactive games, publishing, fragrance, food, beverage and retail. He has studied in both the USA & in Europe and is currently living Tuscany, Italy.

He has held Vice President and Creative Director positions at Universal Studios, Disney, Mattel, Warner Bros/New Line Cinema, FAO Schwarz, GQ Magazine / Conde Nast Publications and IMG Worldwide.

Throughout his many years in Licensing and Brand Marketing, Vincenzo has managed and developed successful brand strategies for properties such as: Barbie, The Lord Of the Rings, The Jurassic Park Franchise, Mickey Mouse, Toy Story, Curious George, Harry Potter, Universal Studios Classics, GQ Magazine, and The Nutcracker with Martha Stewart.

While living in New York, Vincenzo became the Creative Director and acted as Executive Producer for GQ Magazine / Conde Nast Publications, for the - “2003 GQ Man of the Year Awards” show with MTV / Spike TV hosted by Jon Stewart with celebrity guests that included The Black-Eyed Peas, Jay Z, Beyonce, Colin Farrell, Charlize Theron, Adrian Brody, and others. While at GQ Magazine, he developed marketing and special programs with many top luxury advertisers such as Prada, Gucci, Dolce and Gabbana, Mercedes-Benz, Hummer, David Yurman, L’Oreal, Revlon, and others.