Sam Luchini
- Creative Director
- United States
- Member since 2014
Sam Luchini is a creative autodidact, whom has been creating and crafting many successful campaigns that have won awards at the most important advertising festivals, such as Cannes Lions, the D&AD Awards, the One Show, the Clios, the Art Directors Club Annual Awards, the Webby Awards and many others.
He ranked in the top 10 most awarded art directors of the world at the One Show in 2016, and his work has also been nominated for an Emmy Award and is featured in the permanent collections of the MOMA and the Dalí Museum.
In 2017, Adweek highlighted him as one of the "Creative Directors Who Are Completely Reimagining What's Possible in Advertising." He was also featured by the AdAge's "40 under 40", an eclectic group of forward thinkers, risk-takers and rainmakers in the worlds of media, marketing, tech and advertising.
In 2008, he moved from Brazil to New York City, where he landed a job at Razorfish. In his first year, he helped the agency win several new businesses, including Axe and Azul—the Brazilian arm of JetBlue—and open the Brazilian office of the digital agency.
After creating the innovative "Tweet Race," an award-winning campaign for Mercedes-Benz, Goodby Silverstein & Partners had invited him to move to the beautiful city of San Francisco.
At GS&P, he has been instrumental to the agency's success. Under his leadership the agency ranked the first position in the Cyber and Mobile categories at the Cannes Lions 2016 by the Cannes Report. It was also listed as one of AdAge's "Standout" agencies of 2015 and "Creativity Innovators" for two consecutive years (2016, 2017).
Most recently, he has helped the agency win one of its most remarkable accounts, Pepsi.
The work he has concept and crafted includes: Dreams of Dalí, a virtual-reality experience for the Dalí Museum that was praised by WIRED, Fast Company and Smithsonian magazine for helping to advance a new way to look at art and won awards from the One Show, D&AD, the Webby Awards and Cannes Lions; the "Dream On" campaign for Adobe, directed by Luchini and produced in-house, which aired during the 2015 Oscars and the Mad Men grand finale, was nominated for an Emmy and won a Gold Cannes Lion, plus awards at the D&AD Awards, the Webby Awards, the One Show and the Clios; the "DORITOS Rainbows" campaign, which earned over 2 billion PR impressions and tweets from the likes of Miley Cyrus while raising over $180,000 for the It Gets Better Project in less than one day, and won awards at the One Show, the D&AD Awards and Cannes Lions; the "New Creatives" campaign, which launched Adobe's Creative Cloud and was awarded at Cannes Lions and at the Effies; the Connective, a "connected" magazine produced for Cisco in partnership with WIRED; and the Tostitos "Party Safe Bag", a bag of chips that doubles as a breathalyzer and calls you an uber if you had too much drink, which earned over 2.8 billion Media impressions and won awards recently at the One Show and Andy's.
Outside the ad land, Luchini is a proud dad of Daniel, his 6 months old son, who has been teaching great things to Sam.
Contact Sam.
