Experience is important, but it's what you do with that experience that matters. Samuels has strategized on and designed more than 40 theatrical and television awards campaigns since 1999, for studios including Lionsgate, Disney, Sony Pictures, The Weinstein Company, Dreamworks Animation and Starz, and we've learned a few things in the process. It's more than selecting that perfect shot. It's about telling the story, slowly and deliberately, in a campaign that ties together visually while separating itself from the crowd. It's about getting the audience to relive the emotions they felt as the closing credits rolled. That doesn't just happen in a print and web campaign - it has to be planned and thought out.