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Particle6, the AI-powered production company and creative studio founded by Eline van der Velden, has announced the recruitment of Sarina Da Costa Gomez as its first Executive Creative Director. The former WPP Creative Director joins the senior leadership team alongside CEO van der Velden and Chief Commercial Officer Tom Davidson.

In her new role, Da Costa Gomez will lead the company’s campaign and brand division, integrating her design expertise with Particle6’s AI production capabilities. Her primary focus is to drive AI and hybrid workflows to accelerate pre-production timelines and create cinematic brand work at scale. Additionally, she is collaborating with sister company Xicoia, the AI talent studio responsible for the virtual creator Tilly Norwood. Following a surge in demand, she is currently spearheading a recruitment drive for roles including AI Creative Technologists, Directors, and Designers.

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.”

Sarina 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.”

Da Costa Gomez continues: “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.”