Tilly Norwood AI producer Particle6 brings in first exec creative director

UK-based AI production studio Particle6 has recruited experienced multi-disciplinary brand designer Sarina Da Costa Gomez as its first executive creative director.

Sarina Da Costa Gomez

Gomez 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 oversee the company’s film and TV interests.

The appointment follows last week’s opinion-splitting release of an AI-generated music video starring Particle6’s AI actor Tilly Norwood.

Gomez has been charged with driving AI and hybrid workflows at Particle6, enabling partners to move faster, reduce pre-production timelines, and create brand and campaign work at scale.

She is also collaborating with sister company Xicoia, home of Tilly Norwood and the world’s first AI talent studio, which develops original AI characters for both proprietary and third-party entertainment and commercial projects.

Gomez will build out a division and is currently recruiting for a number of roles, including graphic and motion designers, editors, ad-land directors and AI creative technologists, with more to follow.

A WPP staffer for more than seven years, Gomez joins from T&P & Halpern, where she was creative director. Prior to that, she was associate design director at WPP’s Landor & Fitch.