HPE, Eighteen Zeros — Sarah Sherman

SARAH SHERMAN

About

Unfortunately, I’m not Sarah Sherman, the SNL cast member. I’m a multidisciplinary brand marketer and writer working at the intersection of strategy and creative. I come from film, journalism, advertising, emerging tech, and New York City.

Right now, I’m the Head of Creative Strategy at SpecialGuest, an ultra-innovative boutique agency, where I have led the work on major accounts, including Meta, OpenAI, and Bumble.

Before SpecialGuest, I advised VC-backed startups on brand positioning and storytelling, and built The Atlantic’s Brand Studio into an award-winning creative group recognised by Fast Company, AdAge Creativity, and Vimeo Staff Picks. Earlier in my career, I worked on Emmy- and Peabody-winning documentary projects.

A few quick hits: I’ve remotely directed Jeffrey Wright recording VO from his home studio in Hawaii, pitched 360 campaigns to Sam Altman across a giant conference table, and creative directed 100-person shoots. And my agency was just nominated for our first Grammy.

When I’m not working, I’m writing short stories from my house in San Francisco, reading New York restaurant news, and petting every pitbull pup I see.

Coaching

“Coaching” is a silly word, but I do work that a lot of people would describe as coaching.

What I offer: (1) Counseling through work challenges and transitional moments, e.g. managing tough relationships with colleagues, navigating negotiations, advocating for role growth or change. (2) Developing and refining the story you tell about your work experience and aspirations. (3) Tactical job search support, e.g. networking strategy, materials review (resumes, portfolios, cover letters, work samples, etc.)

Who I support: I'm field agnostic, but I will have a particular edge with people coming from media, creative industries, advertising, etc. I have the most experience with early and mid-career women, but I'm open to working with anyone.

Clients

Ray-Ban, Meta, Googles, OpenAI, Lyft, Filmhub, Oatly, Bumble, Google, Jaguar, Porsche, Playboy, The New York Times, TikTok, IBM, Foundation, Instagram, The Washington Post, The Atlantic, CNN, Dyson, Kohler, Boeing, AT&T, VMware, Cove, Marriott, Cathay Pacific Airlines

Some Awards

Cannes Lion Silver Lion (2025), NY Addy's Silver 2025 (x3), NY Addy's Social Silver 2025, Cannes Social Shortlisted 2025 (x2), Indie Agency Top 40 Independent Agency 2024 (SpecialGuest), Webby Nominee 2025, Shorty Finalist 2024,Small Agency of the Year (SpecialGuest), AdAge Silver Addy (Shortlisted), Shorty Awards, Vimeo Staff Pick (Moral Code), Folio Class of Top Women in Media in the Up & Comers, 100 Significant Women in Native Advertising, OMMA finalist, Emmy nomination: Investigative Journalism, Webby nomination: Best Branded, OMMA Finalist, Folio Awards

Films & Shows

Fault Lines (Big Sky Film Festival Official Selection, Apple TV, Amazon Prime), American Pathogen (narrated by Jeffrey Wright), Chicagoland (CNN), Freeway (Al Jazeera America), Letters From Baghdad (Amazon Prime), (Dis)honesty (Amazon Prime, PBS), Gainesville (CMT)

Select Work

Bumble, Finally
HPE, Eighteen Zeros
Foundation
Lyft, Check Lyft
Ray-Ban Meta, Live All In
Cove
Lizzo x Meta
Dogchurch
Bumble, Voices

Substack

HPE, EIGHTEEN ZEROS

HPE came to The Atlantic to help tell the story of their most transformative innovations. My team created a ~7-minute mixed-media film about exascale computing and the impact it could have on humanity. The film, Eighteen Zeros, was so well received that HPE came to us to create a follow-up film, Moral Code, focusing on the ethical questions we’ll grapple with as we develop AI (this was in 2019).

For both films, I led research, story development, and casting of experts, including Tim Urban of Wait But Why. I worked closely with our directors to develop the visual approach, oversaw our shoots across New York and the Bay Area, and played a key role in the edit.

Moral Code, Vimeo Staff Pick

Agency: Atlantic Re:think