SHAWN GAUTHIER
CREATIVE DIRECTOR/COPY
Former Saatchi & Saatchi, McCann, and Publicis CD/Copy. My process for creating great work: Find the single most important thing (SMIT). Focus every effort and every team on that singular, strategic insight. At first, aim for quantity. Be prolific. Then edit and finesse. If something makes you laugh, make it work. Keep copy to a minimum. Tell stories visually. Have fun. The best idea of your life might be two seconds away.
HILTON “SUIT FAIL”
TELEVISION
This spot garnered Hilton’s highest test scores ever among Millennials. The single most important thing for Hilton is that travel creates core memories. This spot is based on a true story...