Particle6, the outfit founded by Eline van der Velden, the creator of Tilly Norwood, has appointed its first-ever executive creative director, Sarina Da Costa Gomez.
Joining the senior team alongside van der Velden as CEO and Tom Davidson as chief commercial officer, Da Costa Gomez will drive outreach to the wider advertising, marketing, and brand communities showcasing the AI and hybrid workflows at Particle6. The workflows are intended to help partners reduce production time and deliver high-quality visuals at scale. She is also working with Xicoia, Particle6’s sister company, the world’s first AI talent studio, which is developing a range of new AI characters. And she is overseeing talent recruitment for roles across graphic and motion design, editors, AI creative technologists, and more.
“She brings not only exceptional creative leadership, global brand experience, and an appreciation of AI, but also high energy and a genuine excitement about doing things differently,” van der Velden said of the appointment. “As brands look to unlock AI’s potential, her appointment allows us to scale this division quickly and demonstrate just 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. I was particularly attracted to Particle6 because of its thoughtful approach: human taste, storytelling, and judgment remain at the heart of everything the company produces, and its reputation and superior output are testimony to that.”
She added, “I’ve always been a vocal and passionate supporter of a diverse and inclusive workforce. So, as Particle6 rapidly expands and demand for AI-led production surges, my ambition is to quickly staff up with a broad-based, inclusive, and highly-skilled team—and become known as a creatively driven studio that redefines how commercial storytelling gets made. It is an exciting time to have joined the business.”
