Jeff Hull creative

Why make a smash-proof guitar?
A case study

Sandvik is one of the leading makers of precision manufacturing equipment in the world. But people outside of Sweden don't really know that. People outside of Sweden do know Yngvie Malmsteen, one of the world's great heavy metal guitarists (Paganini on the guitar). And they know that Yngvie likes to smash guitars. So, together with the geniuses at Forsman & Bodenfors, Gothenburg, we made a film about Sandvik's machining techniques featuring a guitar that would be completely smash-proof. And we let Yngvie give it a shot in a live concert in Miami.

Winning pitches

Being a creative director requires a broad skill set, but it mainly means understanding your clients' business and what they need to move it forward. Nothing is more illustrative of those skills than being given a new business brief and winning the pitch. VML has won the last three new business pitches I've been a part of--and my ideas have been in the final presentation every time.

Experience surpasses exposure

Given the blizzard of messaging people face every day, nothing makes a point better than a unique experience. Check out this work for the world's largest investment bank.

Where you work tells a story

Agencies I have worked with

• Goodby, Silverstein & Partners

• Young & Rubicam

• VML

• McCann Worldgroup

• Crispin, Porter & Bogusky

• Forsman & Bodenfors (US and Sweden)

• Doremus

• Edelman

• 360i

• Mercury

• Sparks & Honey

• A+A (Sweden)

• Nine Yards (Sweden)

• Mercury

• T-Brand Studios (NY Times)

• Washington Post Brand Studios

• The Players' Tribune

• The Foundy (Dotdash Meredith)

• Afar Media

• Audubon

• The New Yorker

Content publishers I have worked with