Particle6 Hires Executive Creative Director

The AI-powered production company and creative studio Particle6 has hired Sarina Da Costa Gomez as its executive creative director.

Da Costa 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 preproduction timelines and create cinematic, best-in-class brand and campaign work at scale without compromising creative integrity.

Her first major task is to quickly build her division, and as such, she 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.

Da Costa Gomez was a WPP staffer for more than seven years. She joins Particle6 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 globally recognized brands, including ME+EM, Google, Hawkstone, Jack Daniel’s & El Jimador, Sculpted by Aimee, E45, Havaianas and Kiehl’s.

“We are thrilled that Sarina has joined Particle6,” said Eline van der Velden, founder and CEO of Particle6 and Xicoia. “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.”

“AI is turning the industry on its head, fundamentally reshaping how advertising gets made by dramatically reducing preproduction timelines and allowing brands to use budgets more effectively,” Da Costa Gomez commented. “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 continued, “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.”