Roger Baran, Sam Luchini and Chloe Gottlieb.

Hi there,

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 two of its most remarkable accounts, BMW and Pepsi.

Outside the ad land, Luchini is a proud dad of Daniel, his young son, who has been teaching great things to Sam.


Work Published

Wired Magazine
Smithsonian Magazine
Fast Company
Creativity-Online
The New York Times
Times Magazine
Wall Street Journal
USA Today
Good Morning America
Jimmy Fallon
Jimmy Kimmel
Buzzfeed
Mashable
Campaign Magazine USA / UK

Jury Room

The One Show
The Brand Film Festival NYC
Tomorrow Awards
Festival de Antigua
Festival Gramado
 

 

Roger Baran, Rich Silverstein, Sam Luchini and Jean Li.

Awards & Accolades

MoMA Permanent Collection – 25 Years of Photoshop – Adobe
The Dalí Museum Permanent Installation – Dreams of Dalí

2017 Creativity Innovators – GS&P
2017 AdAge A-List Agency to Watch - GS&P
2017 AdAge 40 under 40
2017 AdWeek 100 – 22 Creative Directors Who Are Completely Reimagining
What’s Possible in Advertising
2017 Cannes Promo&Act Lion SHORTLIST – Tostitos Breathalyzer
2017 Cannes Media Lion SHORTLIST – Tostitos Breathalyzer
2017 Cannes Health Lion SHORTLIST – Tostitos Breathalyzer
2017 Cannes PR Lion SHORTLIST – Tostitos Breathalyzer
2017 Cannes Mobile Lion SHORTLIST – Tostitos Breathalyzer
2017 Cannes Design Lion SHORTLIST – Doritos No Choice
2017 Cannes Promo&Act. Lion SHORTLIST – Doritos No Choice
2017 OneShow SILVER UX/UI - Tostitos Breathalyzer
2017 OneShow BRONZE PR (Integrated) - Tostitos Breathalyzer
2017 OneShow BRONZE Social Media - Doritos No Choice
2017 OneShow MERIT PR (Events & Experiential) - Tostitos Breathalyzer
2017 OneShow MERIT Intellectual & Property - Tostitos Breathalyzer
2017 OneShow MERIT Innovation in Branded Entertainment - Tostitos Breathalyzer
2017 OneShow MERIT Direct (Art Direction) - Tostitos Breathalyzer
2017 OneShow MERIT Direct (Use of technology) Breathalyzer
2017 Effie SILVER LGBT - Doritos Rainbows
2017 Effie Finalist Positive Change - Doritos Rainbows
2017 Effie Finalist Culture & Arts - Dreams of Dalí
2017 Motiongrapher Awards WINNER – Dreams of Dalí
2017 ADC BRONZE - Tostitos Breathalyzer
2017 Andy SILVER (Promotional Products) – Tostitos Breathalyzer Bag
2017 Andy SILVER (Direct Response) – Doritos No Choice
2017 Andy BRONZE (Corporate Responsibility) – Tostitos Breathalyzer Bag
2017 Andy BRONZE (Printed Materials) – Tostitos Breathalyzer Bag
2017 SF Addys GOLD (Integrated) – Doritos No Choice
2017 SF Addys GOLD (Direct) – Doritos No Choice
2017 SF Addys GOLD (OOH) – Doritos No Choice
2017 Creativity-Online Pick of the Day – Tostitos Breathalyzer Bag

2016 Cannes Cyber & Mobile Ranked Nº 1 Agency – GS&P
2016 Cannes Cyber Lion GOLD – Dreams of Dalí
2016 Cannes Digital Craft Lion SILVER (Video/Moving Image) – Dreams of Dalí
2016 Cannes Digital Craft Lion SILVER (3D Models) – Dreams of Dalí
2016 Cannes Mobile Lion SILVER – Dreams of Dalí
2016 Cannes Digital Craft Lion BRONZE (VR) – Dreams of Dalí – The Dalí Museum
2016 Cannes Direct Lion BRONZE (Launch/Re-launch) – Doritos Rainbows
2016 Cannes Titanium Lion SHORTLIST – Doritos Rainbows
2016 Cannes Titanium Lion SHORTLIST – Dreams of Dalí
2016 Cannes Design Lion SHORTLIST – Doritos Rainbows
2016 Cannes Cyber Lion SHORTLIST – Doritos Rainbows
2016 Cannes Direct Lion SHORTLIST (Digital&Social) – Doritos Rainbows
2016 Cannes Media Lion SHORTLIST – Doritos Rainbows
2016 Cannes Promo&Act. Lion (Launch/Re-launch) SHORTLIST – Doritos Rainbows
2016 Cannes Promo&Act. Lion (Digital&Social) SHORTLIST – Doritos Rainbows
2016 Cannes Entertainment Lion SHORTLIST – Dreams of Dalí
2016 Cannes Digital Craft Lion (Image Design) SHORTLIST – Dreams of Dalí
2016 D&AD GRAPHITE Pencil – Dreams of Dalí – The Dalí Museum
2016 D&AD WOOD Pencil – Dreams of Dalí – The Dalí Museum
2016 D&AD WOOD Pencil – Doritos Rainbows
2016 Clio Awards GOLD – Dreams of Dalí – The Dalí Museum
2016 Webby Awards WINNER – 25 Years of Photoshop– Adobe
2016 Webby Awards WINNER (Art & Experiment) People's Voice – Dreams of Dalí
2016 Webby Awards Nominee – Doritos Rainbows
2016 Webby Awards Nominee (VR) – Dreams of Dalí – The Dalí Museum
2016 Webby Honoree – Doritos Jacked3D
2016 OneShow 3rd Most Awarded Art Director in the USA
2016 OneShow 8th Most Awarded Art Director in the World
2016 LIA SILVER Branded Content – Dreams of Dalí – The Dalí Museum
2016 LIA SILVER Digital Entertainment – Dreams of Dalí – The Dalí Museum
2016 LIA Finalist Non-Traditional – Dreams of Dalí – The Dalí Museum
2016 LIA Finalist Non-Traditional – Doritos Rainbows
2016 LIA Finalist Integration – Doritos Rainbows
2016 OneShow Film GOLD – 25 Years of Photoshop – Adobe
2016 OneShow Social Media SILVER – Doritos Rainbows
2016 OneShow Mobile SILVER – Dreams of Dalí – The Dalí Museum
2015 OneShow Design BRONZE – 25 Years of Photoshop – Adobe
2016 OneShow PR BRONZE – Doritos Rainbows
2016 OneShow Design BRONZE – Dreams of Dalí – The Dalí Museum
2016 OneShow Film MERIT – 25 Years of Photoshop
2016 OneShow Interactive MERIT – Doritos Rainbows
2016 OneShow Interactive MERIT – Dreams of Dalí – The Dalí Museum
2016 OneShow Intellectual Property MERIT – Doritos Rainbows
2016 ADC (DIGITAL) SILVER – 25 Years of Photoshop – Adobe
2016 ADC (Advertising) BRONZE – 25 Years of Photoshop – Adobe
2016 ADC (Advertising) SILVER – Dreams of Dalí – The Dalí Museum
2016 ADC (Digital) BRONZE – Dreams of Dalí – The Dalí Museum
2016 National Addy GOLD – 25 Years of Photoshop
2016 National Addy GOLD – Doritos Jacked3D
2016 SF Addy BEST IN SHOW – Doritos Rainbows
2016 SF Addy GOLD – Doritos Rainbows
2016 SF Addy SILVER – Doritos Jacked 3D
2016 SF Addy SILVER – 25 Years of Photoshop – Adobe
2017 Creativity Innovators – GS&P
2016 Creativity-Online Pick of the Day – Dreams of Dalí – The Dalí Museum
2016 Creativity-Online Best of 2016 – Dreams of Dalí – The Dalí Museum
2016 Creativity-Online Best of 2016 – No Choice – Doritos

2015 EMMY Awards Nomination – 25 Years of Photoshop – Adobe
2015 Cannes Cyber Lion GOLD – 25 Years of Photoshop – Adobe
2015 Cannes Cyber Lion SILVER – 25 Years of Photoshop – Adobe
2015 Cannes Film Lion SILVER – 25 Years of Photoshop – Adobe
2015 Clio Awards GOLD – 25 Years of Photoshop – Adobe
2015 D&AD Graphite Pencil Film Advertising – 25 Years of Photoshop – Adobe
2015 MoMA Permanent Collection – 25 Years of Photoshop – Adobe
2015 AICP Design Winner – 25 Years of Photoshop – Adobe
2015 AICP Agency Art Direction – 25 Years of Photoshop – Adobe
2015 The Effies BRONZE – I Am The New Creative – Adobe
2015 National Addy GOLD – I Am The New Creative – Adobe
2015 SF Addy GOLD – I Am The New Creative – Adobe
2015 SF Addy GOLD – I Am The New Creative – Adobe
2015 SF Addy GOLD – Doritos #Boldstage

2014 AdWeek Project Isaac GOLD – The Connective – Cisco
2014 Cannes Cyber Lion SILVER – The New Creatives – Adobe
2014 D&AD Graphite Pencil – The Connective – Cisco
2014 Luerzer's Archive – The New Creatives – Adobe
2014 Creativity-Online TOP5 – The New Creatives – Adobe
2014 Creativity-Online Pick of the Day – The New Creatives – Adobe
2014 Creativity-Online Pick of the Day – Welcome to Cannes – Adobe

2013 OneShow Design MERIT – The New Creatives – Adobe
2013 IAB Mixx BRONZE – Cisco Tomorrow Starts Here – Cisco
2013 Communication Arts Exhibition – The New Creatives – Adobe

2012 Webby Awards Honoree – Tweet Race – Mercedes-Benz

2011 Tomorrow Awards Finalist – Tweet Race – Mercedes-Benz
2011 Cannes Cyber Lions (Integrated Campaign) SHORTLIST– Tweet Race – Mercedes-Benz
2011 Cannes Cyber Lions (Viral Marketing) SHORTLIST – Tweet Race – Mercedes-Benz
2011 Cannes Media Lions (Automotive) SHORTLIST  – Tweet Race – Mercedes-Benz
2011 Cannes Media Lions (Social) SHORTLIST – Tweet Race – Mercedes-Benz
2011 OneShow Interactive MERIT – Tweet Race
2011 Webby Awards Nominee – What Drives Us – Mercedes-Benz
2011 Webby Awards Honoree – What Drives Us – Mercedes-Benz
2011 Communication Arts – The Other C – Mercedes-Benz
2011 TheFWA SOTD – The Other C – Mercedes-Benz

2010 TheFWA SOTD – What Drives Us – Mercedes-Benz
2010 Communication Arts – What Drives Us – Mercedes-Benz

2008 OneShow Interactive MERIT – Google Maps – SOS Mata Atlântica
2008 Wave Festival GOLD – Map – SOS Mata Atlântica
2008 CCSP GOLD – Hand Selected Beans – Cafe Suplicy

2007 Cannes Cyber Lion SHORTLIST – Spin – Ariel
2007 Cannes Cyber Lion SHORTLIST – Hand Selected Beans – Cafe Suplicy
2007 M&MOnline (Wave Festival) SILVER – Fiat Idea Adventure

2006 Cannes Cyber Lion SHORTLIST – Virtual ATM – Bradesco
2006 ABANET/MSN SILVER – Fiat Idea Adventure
2006 ABOUT BRONZE – Fiat Idea Adventure
2006 ABOUT BRONZE – Color Bottle – Coca-Cola
2006 M&MOnline (Wave Festival) BRONZE – Coca-Cola Color Bottle

2005 OneShow Interactive MERIT – Pocket Lover – C&A