Fred Paginton Joins the Agency From Dazed as It Embarks on Its Next Chapter, Which Includes a New Print Project, ODE
Multidisciplinary creative agency Spring Studios has announced further details of its new strategic direction with the appointment of Fred Paginton as Executive Creative Director and the launch of a new print project, ODE.
Paginton joins from Dazed, where he served as Executive Creative Director for the past five years. At Dazed, Paginton was instrumental in transforming the iconic publishing brand from a producer of branded content into a full-fledged advertising and creative services agency. His tenure saw the development of culturally resonant, multi-dimensional campaigns that maintained authentic audience engagement at their core. Under his leadership, Dazed’s creative team expanded significantly, reaching new heights with high-profile clients and establishing a commercial studio in New York. Paginton’s work has garnered numerous industry awards, including three British Arrows, a Ciclope, and a Lovie award.
Paginton’s portfolio includes recent notable campaigns such as Gucci’s loafer campaign featuring actor Paul Mescal, Moncler’s Spring 2024 campaign that took over Milan’s central station during design week. His previous role at U-Dox saw him lead global campaigns for Adidas Originals and create global strategy and brand expression for Mini.
In his new role at Spring Studios, Paginton will collaborate with Anouk Jans, Executive Creative Director in Milan, to further evolve the studio’s creative offerings. Together, they aim to innovate and adapt the studio’s creative approach for a new generation, ensuring Spring Studios remains at the forefront of the industry.
Complementing Paginton’s appointment is the launch of ODE, a biannual print project created by Jans. ODE is designed to promote free creativity and encourage expression through the work of emerging talents. It aims to provide a platform for artists to produce culturally meaningful work in a supportive environment, free from commercial pressures. The project will feature exclusive interviews focused on art, design, fashion, and beauty, highlighting artists who are driving innovation in the industry.
The inaugural issue of ODE will explore the theme of rebirth, featuring contributions from artists such as Luka Booth, Kapfhammer, Stacey Gillian Abe, Tré Koch, Luke Nugent, Yis Kid, Pablo Kuemin, Hector Clark, Sugaar, Sivan Roshianu, Marcus Schaefer, and Julian Song. Topics will include representation, heritage, identity, context, dreams, home, nature, everyday life, and reality. ODE will be launched globally with exhibitions in Spring Studios’ locations in New York, Milan, and London showcasing work from the first issue.
