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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.

TOASTER STRUDEL 


TELEVISION


Both of these spots led to record sales — and ultimately changed my career trajectory. 

The client, brand, talent and director made working on this pure joy. I used an oversaturated color and low-fi graphics
to parody retro commercials from Saturday morning cartoons. And at the time, I enjoyed every minute.

In hindsight, I realized pitching chocolate fudge to children for breakfast was really selling diabetes. I’ve dedicated my career to 
products that promote healthy choices.