Particle6, the award-winning, AI-powered production company and creative studio founded by Tilly Norwood creator Eline van der Velden, has appointed brand designer Sarina Da Costa Gomez as its first executive creative director.
Gomez immediately becomes part of the senior leadership team, which also includes CEO van der Velden and CCO Tom Davidson, who oversees the company’s film and TV interests.
Following the release of Tilly Norwood’s first music video last week, Gomez is already combining her expertise with the company’s industry-leading AI production capabilities to service the wider advertising, marketing and brand communities.
Her goal is 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 sister company Xicoia, home of Tilly Norwood, the world’s first AI talent studio, which develops original AI characters for both proprietary and third-party entertainment and commercial projects.
Sarina’s first major task, in addition to managing an influx of enquiries from companies keen to take advantage of AI’s capabilities, is to quickly 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, Gomez joins from T&P & Halpern, where she served as dreative director. Prior to that, she was associate design director at WPP’s iconic Landor & Fitch. She brings a distinctive blend of strategic brand thinking, digital and physical design craft and innate storytelling to the role.
Throughout her career, Gomez has shaped work for globally recognised brands including ME+EM, Google, Hawkstone, Jack Daniel’s & El Jimador, Sculpted by Aimee, E45, Havaianas and Kiehl’s.
As AI technology rapidly reshapes advertising workflows, Particle6 has used the tech to deliver everything from incredible landscapes, hyper-realistic wildlife and newly imagined worlds to original character creation, and is now attracting interest from major brands – especially in the UK and US – keen to explore new creative and commercial possibilities.
Eline van der Velden, founder and CEO of Particle6 and Xicoia, says: “We are thrilled that Sarina has joined Particle6. 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. 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 adds: “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 judgement remain at the heart of everything the company produces, and its reputation and superior output are testimony to that.
“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.”
