Born in 1967 in Turin. He grew up in Milan and started to live in Rome some decades after. Ago (short for Agostino Silvio Michele Marcello Tullio Giovanni Maria) Panini is one of the most established Italian directors worlwide.

He was a musician, signed a contract with EMI and spent roughly 10 years playing with the band “Ottantottotasti”. After that, he was able to mix his two passion (music and photography) in some experimental music videos. These videos were soon appreciated and this led to collaborations with the most important Italian musician: Eros Ramazzotti, Zucchiero, Laura Pausini, Daniele Silvestri, Vinicio Capossela and many others.

He started directing commercials in 1997. He developed a very special visual narration style that evolved and grew through International works for brands as BMW, Mercedes, Lamborghini, Fiat, Seat, Opel, Peugeot, Alfa Romeo, Lancia, Renault…

Since 2002 he has been working frequently in USA for brands as Cadillac, BMW.

In parallel to his work in the automotive field, Ago developed his style also in the food area. Trying to move away from the stereotypes of the genre, finding his own path. This led very soon to collaborations with the leading market brands: Barilla, Ferrero, Findus. His visual style is combined with narrative through details. Some of his campaigns became banchmarks in the food sector, changing the visual approach to food commercials.

In 2007 he wrote, directed and produced “Aspettando il sole”, his first feature film, winning several festivals (National and International): a ‘black’ comedy where he was able to channel all his visual and narrative research, collaborating with the most important Italian actors: Raul Bova, Claudia Gerini, Claudio Santamaria, Giuseppe Cederna, Vanessa Incontrada and many others.

In 2011 he published “L’erba cattive”, a novel which is a picaresque journey of a young dreamer being introduced to rock music.

Ago never stopped shooting photos. Using a different approach from his ‘moving images’, his photographic work can be seen on the covers of several records (Africa Unite and especially Giuliano Palma & the Bluebeaters), and important campaigns for Barilla, Alfa Romeo and HP.

Right now he is working on his second novel, preparing a photo exhibition, and working on some scripts for cinema and TV.

brw eye