Independent full-service advertising agency INNOCEAN USA has appointed Gui Borchert as its executive creative director. He will oversee the Hyundai North America account.
Borchert, most recently senior director of creative at Squarespace, brings over 20 years of experience in delivering iconic creative work for brands such as Nike, Google, Puma World Cup and Adidas Football. His work has been recognized by Cannes Lions, D&AD, Effies, Clios and Andy Awards.
Jason Sperling, chief creative officer at INNOCEAN USA, said, “With his unique mix of experience as designer-writer-director and contagious creativity, Gui fully embodies INNOCEAN’s new philosophy of being an explorer. I’m excited to see how he continues to push the creative limits for Hyundai and the industry, and beyond excited about what we’ll accomplish together.”
As a designer turned writer, Borchert comes to INNOCEAN USA with a diverse background. After discovering a passion for concepting ideas and the process of communicating them to others, he launched his career in Brazil as a graphic designer. A couple years later, Borchert sold his car and boarded a plane to New York City where he planned to pursue a Masters in Communications and Design. But when the dream of the Big Apple was hit with the reality of tuition costs, he began to shop his portfolio around, landing him in the advertising industry as an art director for R/GA’s Nike account. Eventually he transitioned to traditional advertising where he spent 13 years as a creative director at various agencies such as Mother, Fallon and 72andSunny, before moving brand side with Squarespace.
Borchert’s fluid journey has encouraged him to push his limits, both personally and professionally, which has led to new outlets of creativity including writing and directing. By integrating these avenues alongside his design expertise, he has cultivated a strong cross-channel approach in his creative process, enabling him to effectively lead across various disciplines.
“It’s exciting to join INNOCEAN during such a pivotal time for the agency, especially with its recently established philosophy and new visual identity,” said Borchert. “Interestingly, INNOCEAN and Hyundai are very similar. Everyone who drives a Hyundai, loves it, and everyone who works at INNOCEAN, loves it––and this creates a powerful synergy between teams. But outside, not everyone knows this. It’s a huge opportunity to take the brand and agency to the next level together, from valued to beloved.”
Borchert will be responsible for continuing to build a world-class team of talent for the account and help further expand the agency’s business and roster of clients.
Carrie Coon Relishes Being Part Of An Ensemble–From “The Gilded Age” To “His Three Daughters”
It can be hard to catch Carrie Coon on her own.
She is far more likely to be found in the thick of an ensemble. That could be on TV, in "The Gilded Age," for which she was just Emmy nominated, or in the upcoming season of "The White Lotus," which she recently shot in Thailand. Or it could be in films, most relevantly, Azazel Jacobs' new drama, "His Three Daughters," in which Coon stars alongside Natasha Lyonne and Elizabeth Olsen as sisters caring for their dying father.
But on a recent, bright late-summer morning, Coon is sitting on a bench in the bucolic northeast Westchester town of Pound Ridge. A few years back, she and her husband, the playwright Tracy Letts, moved near here with their two young children, drawn by the long rows of stone walls and a particularly good BLT from a nearby cafe that Letts, after biting into, declared must be within 15 miles of where they lived.
In a few days, they would both fly to Los Angeles for the Emmys (Letts was nominated for his performance in "Winning Time" ). But Coon, 43, was then largely enmeshed in the day-to-day life of raising a family, along with their nightly movie viewings, which Letts pulls from his extensive DVD collection. The previous night's choice: "Once Around," with Holly Hunter and Richard Dreyfus.
Coon met Letts during her breakthrough performance in "Who's Afraid of Virginia Wolfe?" on Broadway in 2012. She played the heavy-drinking housewife Honey. It was the first role that Coon read and knew, viscerally, she had to play. Immediately after saying this, Coon sighs.
"It sounds like something some diva would say in a movie from the '50s," Coon says. "I just walked around in my apartment in my slip and I had pearls and a little brandy. I made a grocery list and I just did... Read More