FCB Chicago Welcomes New Executive Creative Director to Lead Michelob Ultra

By Erik Oster 

FCB Chicago hired Sam Luchini as senior vice president, executive creative director.

In the role, Luchini will lead creative on the Michelob Ultra account and report directly to FCB Chicago chief creative officer Liz Taylor.

“Sam is a true visionary leader, a nontraditional thinker, whose work ingeniously melds technology with creativity to break and redefine how we perceive and experience brands,” Taylor said in a statement. “I’m beyond excited to have Sam join us at FCB, and to see how he will continue to defy category conventions on Michelob.”


Luchini arrives at FCB Chicago from Goodby Silverstein & Partners (GS&P), where he spent more than six years as a creative director, working on such campaigns as “Dream On” for Adobe Photoshop, Doritos Rainbows, Tostitos’ “Party Safe Bag” and “Dreams of Dalí” for the Dalí Museum. Other brands he worked with at GS&P include BMW, Pepsi, Google and Dreyers. Before joining GS&P he spent nearly three years as an associate creative director with Razorfish, working with clients such as Intel, Axe, Mercedes-Benz, Smart Cars and Sergio Rossi. Luchini was named to Adweek’s Creative 100 list for 2017 and has earned recognition at Cannes Lions, D&AD, Clio and the Webby Awards.

Luchini’s arrival follows the appointment of Mark Jungwirth to the role of chief technology officer, in addition to his current responsibilities as chief financial officer, last month. In March, FCB Chicago won creative agency of record duties for GE Appliances.