GS&P Promotes Pair of Creative Directors

By Erik Oster 

Goodby Silverstein & Partners has promoted associate creative directors Roger Baran and Sam Luchini to roles as creative directors.

Baran and Luchini joined GS&P from Razorfish New York in 2012, where they served as associate creative directors, working on Mercedes-Benz and Smart Car. At GS&P, they have worked on Cisco and Adobe, helping to create the Gold Cannes Lion winning “Dream On” spot for the latter, and also worked on the launch of the Doritos Rainbows product.

Baran began his advertising career in Brazil as a marketing executive with Ultragaz in 2002. He made the jump to copywriter two years later when he joined DM9DDB in São Paulo, where he worked on accounts including Honda, Philips and Blockbuster. After just nine months with DM9DDB he left to take a position as a senior copywriter with Lapiz Leo Burnett, working on brands including Kellogg’s, Coca-Cola, McDonald’s, Jack Daniel’s, Chase Bank, Vodka Finlandia and Tecate. After over a year and a half with Lapiz Leo Burnett he made the move stateside as a senior copywriter for Lowe New York, working on brands including GMC, Earthlink, XM, Beck’s, Stella Artois, Snuggle and Rexona. In early 2009 he left Lowe to work as a freelance senior copywriter/associate creative director, completing assignments for agencies including BBDO New York, Digitas New York and Razorfish New York, before accepting a fulltime position with Razorfish in November of 2010. 


Luchini also began his career in Brazil, as an interactive art director for AgênciaClick/Isobar Brazil in 2004, where he worked with brands including Coca-Cola, Visa and Fiat. In 2007, he left for F/Nazca Saatchi & Saatchi, where he served as senior interactive art director for five months, working with Toyota and Nike. He left to take the same position at JWT São Paulo, working with brands including Nestlé, Ford and Cadbury Adams before making the jump stateside to accept a position at Domani Studios a little over a year later. 

“Since joining the agency, Sam and Roger have consistently created innovative work that transcends traditional advertising,” said GS&P partner, executive creative director Margaret Johnson. “Sometimes their creativity produces award-winning experiential, visual and branded content work. At other times, they actually end up co-creating products with our clients. We know that they will bring that same irreverent, open-minded drive to their new roles as creative directors.”