AI-powered production company Particle6 has recruited multi-disciplinary brand designer Sarina Da Costa Gomez as its first executive creative director.
Da Costa Gomez immediately becomes part of the senior leadership team driving the business, which also includes CEO Eline van der Velden and chief commercial officer Tom Davidson, who oversees the company’s film and TV interests.
According to Particle6, Da Costa Gomez will combine “her expertise with the company’s industry-leading AI production capabilities to service the wider advertising, marketing and brand communities. Her goal: to drive AI and hybrid workflows at Particle6, enabling partners to move faster, reduce pre-production timelines, and create cinematic, best-in-class brand and campaign work at scale without compromising creative integrity.”
She is also collaborating with Particle6 sister company Xicoia, which develops original AI characters for both proprietary and third-party entertainment and commercial projects.
Da Costa Gomez’s first task is to build her division. As such, she is currently recruiting for a number of roles, including graphic & motion designers, editors, ad-land directors, and AI creative technologists, with more to follow.
A WPP staffer for more than seven years, Da Costa Gomez joins from T&P & Halpern, where she served as creative director. Prior to that, she was associate design director at WPP’s Landor & Fitch. Throughout her career, she has shaped work for brands including ME+EM, Google, Hawkstone, Jack Daniel’s & El Jimador, Sculpted by Aimee, E45 and Havaianas.
Van der Velden said: “Sarina brings not only creative leadership, global brand experience and an appreciation of AI, but also high energy and excitement about doing things differently. As brands look to unlock AI’s potential, her appointment allows us to scale this division quickly and demonstrate how powerful – and creatively rich – AI production can be.”
Da Costa Gomez added: “AI is turning the industry on its head, fundamentally reshaping how advertising gets made by dramatically reducing pre-production timelines and allowing brands to use budgets more effectively. AI isn’t replacing craft; it’s removing the ceilings that shrink ambitious ideas, letting us push our most creative ideas further, faster.”
Particle6’s recent commercial portfolio includes work for USwitch, Deliveroo, Genshin and Ka-Ex in the US.
