Creativity 50 2010: Christian Haas

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Credit: Claude Shade

Goodby Silverstein made waves last year with Sprint's "Welcome to the Now Network." Christian Haas said the idea was born from a response to a mobile broadband card used in earlier work that gave users access to everything on the internet in one page. The marketer also understands that many consumers are now using their phones for data, so it decided to promote its service.

"We wanted to show there is much more to cellphones than talk," Mr. Haas said, adding that Sprint was one of the first marketers to mention Twitter. He recalled watching his work spread across the social-media site after the first work. "We always try to bring popular culture into the work," he said.

As if his day job at one of the hottest creative agencies in the business wasn't enough, Mr. Haas has also made a name for himself as a San Francisco food blogger, at Mr. Haas, who never intended to start a blog, got ironic inspiration from a disappointing meal at a fancy restaurant. "I was so upset that I wanted to write about it," he said. Two years later, he's still fighting the embarrassment of carrying a large camera to dinner. But he admits that fellow patrons increasingly seem to be snapping their own shots.

"Fine dining is such an event these days with Twitter and Facebook. People want to talk about it much like kids at Disney World. A restaurant is no different," he said. "Mine just happens to be a bigger camera."

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