Chip SHEEAN

Chief Executive Officer | THEORY SF

Chip is the Chief Creative Officer and cofounder of Theory SF, a creative agency located in downtown San Francisco . He is responsible for reinventing and evangelizing the power of “brandvertising” and how a creative concept that is fully loved and properly executed can reward any brand with a lust-worthy following. Prior to Theory SF, Chip has won numerous awards across a broad spectum of mediums and has held senior creative positions all along the left coast including: M&C Saatchi, Secret Weapon Marketing, Deutsch LA, FCB West and Goodby Silversteen just to name a few. Currently Chip lives in Marin with his wife, two children and an angry cat.

questionnaire

1.) What was your very first job? When I was 9, every morning at 4:30 am, I would wake up and deliver newspapers with my mom so she could go back to school and get her college degree. My reward was seeing my Mom achieve her goal and a giant apple fritter at the end of the route.

 

2.) Please describe, in your own words, what your job is and what work it entails. I work with our creative teams to dissect brands and explore creative opportunities for our clients to amplify their "essential truth” - that certain something that makes them uniquely different and separates them from their competitors.

 

3.) How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

In 5th grade, I started making these bad ass No. 2 pencil, one-off tattoo logos that I would lick and stick on peoples arms. It was my first experience in branding (with saliva), I was instantly popular, and I was hooked ever since.

 

4.) In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? Instead of Fantasy Football, I play “Fantasy Agency” with a few select friends. We share various pieces of creative, who the top creative players are, where they are moving to, and what work is being recognized globally as being effective and game-changing. I’m seriously addicted to this business and coffee. Yes, lots and lots of coffee.

 

5.) If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

While at Deutsch LA, we were pitching Dr Pepper and they asked us to somehow get the consumer to drink it slower to savor the 23 flavors. Rather than focus on a :30 Super Bowl spot or a digital solve, Josh Rose and I asked the question, “what if we made a smaller hole on the bottom of the can with a sippy straw and everyone turned the can upside down.” It was a disruptive idea that would engage the consumer in a big, big way, execute on point exactly what the client was looking for and get a lot of attention on the street. This insanely simple idea was super loved by the client, and we won the pitch. Lesson: It doesn’t always have to be an ad but, rather a memorable engagement that engages and moves the needle.

jury

Head of Mktg. Oper, and Prod. | AMAZON STUDIOS
Art Producer | VANS
SVP Creative Director | DEUTSCH LA
Director of Photography | WIRED
Vice President, Brand | WELLS FARGO
VP, Franchise Creative | NBC UNIVERSAL
Director of Art Production | WIEDEN & KENNEDY
Creative Director, Digital | THE NORTH FACE
Photography Director | ORACLE
Director of Photography | GOOGLE
Creative Director, Global Brand | STARBUCKS
Creative Director | PANDORA MEDIA
Creative Director | SAATCHI & SAATCHI
Head of Photo & Motion | AMAZON STUDIOS
VP of Communication | CONVERSE
Creative Director | DAVID&GOLIATH
Associate Creative Director | DOLBY
Creative Director | SAATCHI & SAATCHI
VP Creative Director | FABLETICS/ JUSTFAB INC.
Brand Producer | MICROSOFT SURFACE
Global Brand Manager | MICROSOFT SURFACE
Creative Director | SPEEDOUSA
Group Creative Director | DISNEY
Exec Creative Director | SAATCHI & SAATCHI
Head of Studio | PINTEREST
Creative Director | FX NETWORKS
Design Director | THE HOLLYWOOD REPORTER
Assoc Creative Director | BSSP
Creative Director
Editorial / Creative Director | ISSUE
Sr. CD Prod, Global Brand Imaging | NIKE
SVP, Creative Marketing | E!, ESQUIRE
Glbl and Editorial Digital Dir. | PAUL MITCHELL
VP of Marketing | DIAMOND FOUNDRY
Assoc Creative Dir, Digital | CLOROX
Assoc. Design Director | PHENOMENON
Sr. Global Art Director | BENEFIT COSMETICS
SVP Group Creative Director | DEUTSCH
Creative Director
Chief Creative Officer | TEAM ONE
Digital Creative Director | CLOROX
Director of Creative Production | NIKE
Photography Lead | AIRBNB
VP Creative Director | NBC UNIVERSAL
VP of Creative | OLD NAVY
Creative Director | 72ANDSUNNY
ACD | SONY PICTURES
Design Director | PEREIRA & O'DELL
Production Director | KENDRICK AND
Global Design Director | IBM
Creative Lead | NETFLIX
VP Creative Licensing | GUESS?
Vice President, Creative | SONY PICTURES
Creative Director
Creative Director & Co-Founder | IMPRINT PROJECTS
Co-President BLT+ | BLT Communications
Group Creative Director | AKQA
Art Director | SEGA
Creative Consultant
EVP CD | MEKANISM
Creative Director | LUCKY BRAND
Head of Production | LINKEDIN
Sr. Dir. Glbl Photo & Social Creative | BANANA REPUBLIC
VP Creative Director | LYFT
Sr. Design Producer | GOOGLE
Art Director | LYFT
Assoc. CD | FOX BROADCASTING
Dir. of Prod.| ABC ENTERTAINMENT
Art Director | JAMES PERSE
SVP Creative Director | THE REFINERY
Group Creative Director | SAPIENTRAZORFISH
Dir. of Creative Services | 20th CENTURY FOX
Vice President, Design | JP MORGAN CHASE
Director WW Creative Services | PARAMOUNT
Founder | A WOMAN WALKS THE EDGE
Design Director | NYX
Founder | CHAPTER
Art Director | GAP
ECD, Mediaco | WEBER SHANDWICK
Chief Prod. Officer | OMELET
Founder & Creative Director | HIRO CLARK
Co-President BLT+ | BLT Communications
Senior Art Director | HOURGLASS COSMETICS
Group Creative Director | AMAZON
Chief Executive Officer | THEORY SF
Director & Producer | GOOGLE
Global Creative Director | KENDO BEAUTY GROUP
Chief Creative Officer | INNOCEAN
SVP, Marketing Innovation | TRAILER PARK
CCO | OMELET
Vice President, Marketing | AMERICAN APPAREL
Chief Creative Officer | POP
Creative Director | APPLE
VP Creative Design | FOX BROADCASTING
Sr. Photo Producer | OLD NAVY
Design Director | R&R PARTNERS
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