Jamie Barrett

Advertising copywriter · Wieden + Kennedy, then Goodby Silverstein · founder of barrettSF

Jamie Barrett is an American advertising copywriter and creative director who, per Wikipedia, held creative leadership roles at Wieden + Kennedy, Goodby Silverstein & Partners, Fallon and Chiat Day before founding the San Francisco agency barrettSF, now Optimism BH, where he is chief creative officer. The Paley Center for Media’s archive record for Nike’s 1997 “9000 Shots” spot lists him as its copywriter, alongside art director Larry Frey and director Mark Romanek. In a 2019 local-press interview he called it the most meaningful commercial of his career — the credit, in a body of work that also includes ads for ESPN, the NBA and HBO.

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“I've missed over 9,000 shots in my career. I've lost almost 300 games. 26 times I've been trusted to take the game-winning shot and missed. I've failed over and over and over again in my life. And that is why I succeed”

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