WHAT DOES A "CD" DO?
It's all about developing and delivering ideas that are both strategic and stirring.
WHAT DOES A "CD" DO?
It's all about developing and delivering ideas that are both strategic and stirring.
Creativity, fueled by Curiosity and driven by Empathy
Artists create for creative’s sake. Marketers are tasked with making ads that simply sell.
As a Creative Director, I make creative that sells, whether the “product” is a brand’s image or an business’ services or a nonprofit’s emotional story. So what does that take?
It starts with curiosity; a desire to know everything I can about the audience, the brand, the landscape, and the desired result. Next is empathy, because every data point is a person, every client has a challenge they’re working against and every teammate has their own story that makes them great at what they do.
Only when the facts and feelings have been integrated can a team of writers, designers, animators, editors, strategists and marketing partners create something that will be valuable, memorable (for the right reasons) and effective.
I have been a professional writer for decades, a copy/concept-driven creative director since before phones were “smart”, and I’ve led creative teams as close as the next desk over and as “remote” as a continent away. I have delivered hours of television, hundreds of video ads for every size screen, and a metric ton of content pieces, emails, banner ads, web pages and social posts.* Most importantly… I feel like I’m still just getting started.
The Work
The Work
A story for every stage. An approach for every audience.
On mobile devices, TV screens, in print publications, on websites and in person, I've worked with talented people for more than two decades to tell stories with copy, concept, imagery, motion and sound.
Below is a small sample. Find more of what you're looking for above on the nav bar.
DIGITAL
GOOGLE - The Better Way to Search with Tyler Gaca (Copywriter/Creative Director) - Newfangled Studios
Driving awareness of all the ways the Google App can help GenZ/Millennial iPhone users search faster, smarter and more intuitively was a massive campaign. This is just one of over 150 assets created involved working with creators across two continents in four time zones, with extensions for TikTok, Snap, Meta and more.
SOCIAL
GOOGLE - Hello Grogu (Copywriter/Creative Director) - Newfangled Studios
On May the 4th (aka Star Wars Day), we filled the social-sphere with images of Baby Yoda in people’s spaces, all taken with the Google App’s exclusive AR feature on iPhones. The Force was strong with this activation.
BROADCAST - PROMOTION
HBO - The World of HBO GO (Copywriter/Creative Director) - Viewpoint Creative
When HBO subscribers realize they can stream their favorite HBO shows wherever they are and whenever they want, it transforms their world in a palpable way. (*winner of two 2014 Promax BDA Gold Awards)
BROADCAST - COMMERCIAL
WENDY'S & ESPN - Wooden Award Vote w/ Jay Bilas (Copywriter/Creative Director) - Viewpoint Creative
Driving sports fans and burger enthusiasts to vote for the top College Basketball Player of the Year just took two friends arguing, and one elusive expert with a love of fries.
B2B
TREMOR VIDEO - Quest for the Holy Grail (Copywriter/Creative Director) -Viewpoint Creative
How do you turn a potentially confusing and boring B2B message into a video that gets watched all the way through? Liberal amounts of knights, grails, bad-accents and original illustration. (*nominated for 2013 Webby Award and 2013 Digiday Award)
DIGITAL CHANNEL
VISTAPRINT - Various E-mail/Digital Ads (Creative Director/Copywriter)
Hyper-targeted emails, seasonal banners and hard-hitting promotional, direct response: as the leader of the channel marketing copywriting and creative teams for Vistaprint, I oversaw the creation and delivery of thousands of digital advertising assets, but these are a few where I was in the trenches, writing copy as well as directing creative for the biggest custom printing brand in the world.
Communicate Directly
email: sspeters28@gmail.com
linkedin: https://www.linkedin.com/in/shawnpeterscreative/
twitter: @ShawnTweeters
Communicate Directly
email: sspeters28@gmail.com
linkedin: https://www.linkedin.com/in/shawnpeterscreative/
twitter: @ShawnTweeters