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FCB Chicago hires Goodby alum Sam Luchini as SVP-executive creative on Michelob Ultra


By Bennett Bennett, Staff writer

June 27, 2018 | 2 min read

FCB Chicago has named Sam Luchini a senior vice president-executive creative director to work on the Michelob Ultra business.

Sam Luchini | FCB Chicago

Emmy-nominated creative director Sam Luchini joined FCB Chicago as an SVP, ECD on Michelob Ultra / FCB Chicago

Luchini joins FCB from Goodby Silverstein & Partners, where he was a creative director, working on a variety of accounts, including Adobe, Frito-Lay, Dali Museum, Dreyer’s and Google.

Among his more well-known projects: a remaking of Aerosmith’s Dream On for the 25th anniversary of Adobe Photoshop, a bag/breathalyzer for Tostitos, and Doritos Rainbows, a limited-edition snack that supported LGBTQ advocacy group It Gets Better.

Considered an ‘creative autodidact’ in a statement from the agency, Luchini’s work has transcended the realm of advertising, with an Emmy nomination and installations at the Museum of Modern Art (Moma) in New York City and the Dali Museum.

Luchini will work under FCB Chicago chief creative officer Liz Taylor, who said of her new hire: “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. I’m beyond excited to have Sam join us at FCB, and to see how he will continue to defy category conventions on Michelob Ultra.”

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