Chip SHEEAN

Creative Director/Partner | THEORY SF

Chip is a founder and ECD of Theory SF; a 5-year-old, independent brand agency in San Francisco. Chip has worked at various agencies up and down the left coast and has helped create memorable work and experiences for Apple, General Motors, Tesco, Google, The Walt Disney Co, The Rolling Stones, among others. His expertise and 25-year career spans three disciplines; design, advertising and digital media. His passions are his family first, and tirelessly scanning the horizon for relevant and cultural content to help drive Theory SF's clients to successful engagements with their desired audience.

questionnaire

1.)     What was your very first job?
One of my first jobs was working on a movie production as a PA in Phoenix, AZ. It required you to be nice, be the first one there and the last one to leave, hustle, and work your bloody ass off. It was a great learning experience and not too dissimilar to working in advertising.
 
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. Lee Clow said it best - "Make it smart. Make it beautiful. Have Fun!
 
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?
Growing up, I was a freak and a geek. We moved 7 times before I got to high school. The only thing that connected the dots was art. I drew and painted all the time on notebooks, scraps of paper, Howard Johnson placemats, anything. When I was 16, my mom busted into my room and gathered all of my artwork up, got it matted and then we drove 2 hours through the desert to ASU. Without an appointment, my mom demanded a meeting with the head of the Art dept and stated that she would not be leaving until we had an audience with him. A guy in the back checking his mail sheepishly raised his hand and said he would meet us. We spent 45 mins in his office - he said he would be in touch. Two weeks later, a letter arrived and I had received a full scholarship to attend ASU. It never would have happened had she not believed in putting it out there and being the queen of “make it happen”. She was my hero.
 
4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
 Student shows, travel and the interwebs
 
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 moves the needle.
 
6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? Which of these disciplines are you most be interested in seeing at CONNECTIONS? (ie photo, film, social, experiential, vr, etc)
Mostly photography. See more of? I believe that we have drifted into an area in the creative world where we have commoditized the assets and are all using the same fonts, stock photos, photoshop tricks, etc. etc. The shit all looks the same. The time has come for brands to shake it up and produce creative solves that are “crafted”. It’s obvious that we are all living in a “digital” world, but maybe there is a way to bring it to a place that feels fresh and made by human beings. So, bring on the sculptures, typographers, puppeteers (?) promote the concept of making unique.

jury

Art Producer | VANS
Associate Creative Director | SEPHORA
Senior Director, Creative | BIOSSANCE
Director, Creative | IMAX
Independent Creative Consultant, ECD, CD
Senior Director, Media | ACTIVISION
Sr Art Director | JOHN PAUL MITCHELL SYSTEMS
Executive Creative Director | THE COMMUNITY SF
Chief Production Officer | SWIFT
Global Creative Director | DECKERS BRANDS
Creative Director | CURALEAF
Creative Director | SAATCHI & SAATCHI LA
Chief Creative Officer, Marketing Executive | EBAY
VP, Creative Marketing | LIONSGATE FILMS
Head of Creative Production | AMAZON STUDIOS
Creative Director | NBC UNIVERSAL
Group Creative Director, Writer | DAVID&GOLIATH
Head of Design | POSTMATES
Director of Experiential Mktg | KIVA CONFECTIONS
Dir of Creative Content | INTERSCOPE RECORDS
VP, Global Brand Marketing | UNILEVER
Executive CD | SONY PICTURES ENTERTAINMENT
Chief Brand Architect | CAVU VENTURE PARTNERS
SVP, Director of Assets and Content | DEUTSCH LA
Creative Director | FACEBOOK
VP, Photo Publicity | FOX ENTERTAINMENT
Dir. of Creative Services | RIOT GAMES
VP Creative Services | OGILVY Mexico
Group Creative Director | SAATCHI & SAATCHI
EVP, Head of Production | DEUTSCH LA
Dir of Brand & Visual Design | FUSEPROJECT
Creative Director | UBER
Founder & Editorial/Creative Director | ISSUE
Sr Director Creative Prod Gbl Brand Imaging | NIKE
Executive Creative Director | PHENOMENON
Executive Creative Director | SID LEE
Group Creative Director | 72ANDSUNNY
Design Director | PHENOMENON
VP, Global Creative | LIONSGATE FILMS
Creative Director | SEPHORA
Executive Creative Director | LINKEDIN
Sr. Creative Director | LINKEDIN
Creative Director | VVEEKENDS CREATIVE BUREAU
Global Sr. Creative DIrector | PRINCESS CRUISES
Global Creative Director | MURAD
Executive Director Integrated Production | BSSP
Digital Marketing Manager | 7 FOR ALL MANKIND
VP Creative | GAMETIME
Creative Director | THE CLOROX COMPANY
VP Marketing | RAKUTEN
VP Licensing, Merchandising & Design | UNIQLO
Director of Content | URBAN DECAY
Head of Strategy | BBH LA
Director Of Production & Business Affairs | MEKANISM
Producer / Enterprise Brand Creative | CAPITAL ONE
VP, Creative | RAKUTEN
Director of Production | RESTORATION HARDWARE
Director of Photography | WILLIAMS-SONOMA
Founder, Creative Director | FERNWEH LAND LLC
Sr. Manager, Brand Marketing | SWEETGREEN
VP, Creative Content | HUDSON JEANS
VP Global Creative Director, Brand Design | NIKE
VP of Creative Content | INTERSCOPE RECORDS
Creative Director | FACEBOOK
Creative Director | RPA
Vice President | CALLISONRTKL
President | 215MCCANN
Director Marketing | OAKLEY
Creative Dir. | SONY PICTURES ENTERTAINMENT
Chief Marketing Officer | MOZILLA
Co-Founder & CCO | BATTERY AGENCY
Sr. Producer | THE WALT DISNEY COMPANY
VP, Diversity & Inclusion | SONY PICTURES ENT.
Photography Lead, Homes | AIRBnB
Senior Art Director | SALES FORCE
Art Director | SEGA
VP Creative Director | STILA COSMETICS
Sr. Creative Director | FOX SPORTS
Head of Creative Operations, Central Creative | UBER
Creative Director | NORDSTROM
Director, Head Of Production | LINKEDIN
Senior Digital Marketing Manager | ASICS
Director, Global Social Media | ORACLE
Senior Director, Creative Services | ARITZIA
Sr. Designer | DOORDASH
Art Director | FACEBOOK
Executive Creative Director | FCB West
Managing Art Producer | STARBUCKS
Senior Director / Group Creative Director | APPLE
Creative Director | RPA
Creative Director | ANOMALY LA
Dir. Branded Content Production | FX NETWORKS
Creative Director | SAATCHI & SAATCHI
Creative Director | KASTNER LA
Executive Dir, Production | ABC ENTERTAINMENT
Sr. Creative Director | DOLLAR SHAVE CLUB
Senior Art Director | SEPHORA
Group Creative Director | PUBLICIS SAPIENT
Executive Creative Director | DDW
Chief Creative Officer | HEADSPACE
Creative Director | GS&P
Executive Creative Dir, Branded Content | DISNEY
Sr CD, Marketing Creative | ACTIVISION BLIZZARD
VP of Photo Production | SONY PICTURES ENT.
Dir of Creative Content | INTERSCOPE RECORDS
Creative Director, Group Design Manager | INTUIT
VP Global Creative Director | SMASHBOX LA
Senior Art Director | NYX COSMETICS
ECD, Chief Creative Officer | THE CLOROX COMPANY
Co-Founder | CHAPTER SF
Pres, Mktg+National Acct | HEALTH-ADE KOMBUCHA
VP, Creative Services | WARNER RECORDS
Sr Design Dir | JOHN PAUL MITCHELL SYSTEMS
Design Director | CREDO BEAUTY
ECD, Head Art & Design | DAVID&GOLIATH
Senior Art Director | VANS
Art Director | VANS
Dir of Digital Marketing + E-Commerce | FOODSTIRS
Creative Director/Partner | THEORY SF
Dir of Music Video & Creative Content | INTERSCOPE
Creative Director | DERMSTORE
Creative Director
Design Director | INSTAGRAM
Chief Marketing Officer | PIXI BEAUTY
Global Head of Creative, ECD | YOUTUBE
Creative Lead, Special Initiatives | GOOGLE
Global Creative Lead, Media Lab | GOOGLE
Head of Creative | DOORDASH
Sr. Art Director | SEPHORA
Director of Creative | MATTEL, INC.
Content Program Manager | BASIC @ GOOGLE
Sr Director Brand Marketing | PANDORA
Chief Creative Officer | OMELET
CEO / Founder | WALTON ISAACSON
Director of Creative | ASICS AMERICA
Photo and Video Producer | THIRDLOVE
ACD | M/H VCCP
Chief Creative Officer | POP
Executive Creative Advisor | PELOTON INTERACTIVE
Creative Director | TWITTER
VP Creative I Creative Director | BLUESTEM
Senior Photography Producer
©2016 LE BOOK All Rights Reserved