Amiel Pretsch was born in Salzburg / Austria. He studied music composition and percussion at the Mozarteum in Salzburg and film direction at the Film Academy in Vienna. But he broke off both of his academic studies.
During his first stay in South East Asia, Amiel turned towards photojournalism. With one of the first reportages about “Vietnamese Boat people” he established an international reputation. The following years he lived and worked in Southeast Asia and afterwards spent one year in South America, based in Rio de Janeiro.
As photojournalist Amiel worked for magazines like Stern, The Observer, Far Eastern Economic Review, Geo etc. As a freelancer he was hired by diverse news and photo agencies.
While on a job in Africa he decided to change from reproducing photography (reportage) to producing photography (fashion and advertising).
After having photo studios in Salzburg and Munich he settled down in Milan / Italy.
With his conceptual photography approach he worked for magazines of the Conde Nast Group (Vogue/Lei/Per Lui), Amica, Moda, Max, Gulliver, Wiener and many more.
Amiel Pretsch shot advertising campaigns for VW, Schweppes, Swatch and published books like “Badelust”, “Rum, Drinks and Havannas” and “Drinks der Aphrodite”.
He created and produced music and fashion videos (Martino Midali, Dolce & Gabbana) and directed diverse commercials (Swatch, BMW).
Additionally he became freelance visual creative director for unconventional marketing at the SwatchLab in Milan.
Amiel got the chance to concept and direct an exceptional presentation event for BMW 3 series (his first live performance). Inspired by this experience he started to create multimedia dance and presentation performances. Amongst many other performances Amiel concepted and directed the spectacular BMW Group show performance at IAA in Frankfurt.
Amiel Pretsch co-founded future:headz agency, an idea agency for emotional communication in Munich and became creative head.
As managing director and head creative of future:headz he now works in the field of unconventional marketing activities for clients like BMW, Bang&Olufsen, PUMA, Volvo, SHARP, MINI, Siemens (BSH) etc.