Vidhi SHAH

Creative Director | HUGE

Vidhi Shah is a Creative Director at Huge. She has spent her career helping brands tell their stories across four continents, in markets as diverse as Argentina, India, Singapore, Italy and the US. Vidhi started her creative journey with a residency at Fabrica, the prestigious communications research center in Italy, and has held key creative roles at Mother Argentina, Publicis Argentina, McCann Erickson Singapore and Publicis India. She has led creative work on global brands like Anheuser Busch InBev, Renault motors, HSBC, Mastercard and Nestlé Pet Foods and won awards at international festivals such as Cannes, the Asia Pacific AdFest, the Media Spikes and the Argentine Creative Circle. She holds a Bachelor's degree in Advertising, and moonlights as an editorial writer, having served as a Contributing Editor for the iconic pop culture magazine, Colors. This bio, like everything else she does, is a constant work-in-process.

questionnaire

What was your very first job? 

When I was 7, I was a voice actor in a live radio production. I still remember the thrill of reading live on air and my first ever paycheck, which sits in a frame in my parents house, instead of in the bank!

 

Please describe, in your own words, what your job is and what work it entails. 

I’m a Creative Director at Huge in New York, leading integrated campaigns and new business pitches, helping the agency in its transformation from a design and digital agency to an integrated shop. In many ways, it's the opposite of what a lot of the industry is doing, and I enjoy swimming against the tide as I work towards bringing ideas and storytelling to both digital-forward and television advertising.

 

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? 

I hated math and designed my childhood around trying to avoid it. I packed my days with writing, art, craft projects and imaginary friends. And eventually started inquiring about how I could turn all of that into a career. 

 

In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

By looking outside of it. Earlier in my career, I watched the advertising industry like a hawk and knew all the latest campaigns. Now, I average a book a week, bound down rabbitholes of information on the internet, and observe people on the New York subway a little too conspicuously. All of it shows up in my work.

 

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? 

My career path has been squiggly and unpredictable, including stints in countries that are polar opposites - India, Italy, Singapore, Argentina and now the U.S. Every time I move to a new country, I get asked about how I plan to make culturally relevant work in an unfamiliar country. I have a theory that as an outsider, you actually have the most unique perspective on a culture - and my work on Renault Argentina is where I've been able to prove it out best. 

 

Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc)

I believe in letting ideas dictate the medium, and the strongest ideas are those that cross over several disciplines, starting with the medium you originally intended to create in, and snowball into everything else because you're too excited to stop. 

jury

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