People on the Move

Creative studio Los York has hired creative director Kevin Cabuli.

Originally from Argentina where he worked for many years with Ponce, the Buenos Aires affiliate of MullenLowe, and Madre Buenos Aires (aka Mother), Cabuli has seen his work lionized at Cannes and gain prominence in homes across the U.S., LATAM, Asian and European markets. His body of work includes “Melting Icon,” “Pleasureverse,” “Miley’s Touch” and “Mozart by Magnum,” to name just a few for Magnum. Cabuli helped Dove adapt “Real Beauty” to gamer culture in the “Real Virtual Beauty” campaign. For Axe, among many global campaigns, Cabuli promoted vaccinations as “super hot” for guys looking to hookup, and placed pop-up “Axeination Centers” next to vaccination centers.

“Los York doesn’t fit an obvious mold, and neither do the people who make up our team. It really takes a special type of creative to fit in, and feel at home with us,” commented Scott Hidinger, executive creative director. “We searched long and hard for a talent like Kevin and I’m genuinely thrilled to have him on board. His body of work is clever, design-driven and on trend, and I can’t wait to see his brain in action. He’s a huge add.”

“I’ve been following Los York for years,” said Cabuli. “I confess, I’ve borrowed and quoted their work in my own. They are now giving me this incredible opportunity and challenge to move away from big agencies where I’ve been my entire career and go full indie, working with a small and diverse creative team, including designers, animators, VFX supervisors, creative directors and directors. I also have experience in design, art direction, photography and film directing. At Los York I hope to practice these crafts too and start getting some cool things done, which is exactly what Los York does. They get things done.” 

“This is a long time coming for Los York but definitely worth the wait,” said Seth Epstein, Los York founder. “Kevin will help Los York continue to grow as a new creative and production model in the advertising industry, offering brands a small but mighty creative partner that works end to end with agility to address fast-moving consumers. Kevin is a true global nomad of the arts and creative hybrid of the highest caliber. He has something to prove and so do we. ”

At Los York Cabuli will provide leadership for the shop’s long-term relationship with Motorola, while also contributing to other brand-direction pitches and projects. Its Motorola partnership has evolved over time into a new kind of agency relationship, cheekily dubbed internally as Los Moto; a close-hold modern creative collaboration that provides end to end services for the brand from strategy through execution.

Harbor has added Tia Perkins as head of production, advertising. Her work ranges from large-scale international productions, such as the CG “Chantix Turkey,” to live-action and interactive campaigns for brands like HP, Gatorade, and M&Ms. Among other major brands Perkins has connected with are Estee Lauder, Jack Daniels, Nissan, American Express and Lululemon.

Prior to joining Harbor, Perkins had tenures at The Mill and Carbon. In her two years as head of production at Carbon, she oversaw successful campaigns for Xfinity, Verizon, Sweet Tarts, and Clermont Whiskey. She also liaised with ECD and heads of department on resource management, internal workflow, client pitches, and job oversights. As for her 12 years at the Mill, Perkins partnered with top-tier brands and industry luminaries. As sr. content producer for Mill+, she played a pivotal role in establishing the content studio’s in-house directorial offering.
 
Her commitment to workplace inclusivity led her to create the “What’s Next” Diversity, Equity, and Inclusion group, providing a platform for BIPOC voices and fostering a sense of belonging within the workplace. Throughout her career, she has been a dedicated mentor, spearheading internship programs and nurturing emerging talent in the industry.

On her new role at Harbor, Perkins stated, “I’ve been seeking to join a place that is making waves in advertising. The more I heard the name Harbor, the more curious I became to see if this was the place I could call home. Harbor not only has premium talent, but they share a common vision/goal that everyone is working towards. It makes you want to be here and be a part of it. “ 

Tony Robins, Harbor’s managing director, advertising, added, “I am excited that Tia is joining as our head of production, bringing her skill and experience to lead our production team, guiding them to place a high premium on the clients’ experience.” 

Loic Dubois has been promoted to chief growth officer at LOBO, an animation and production studio with bases of operation in New York City and Sao Paulo.

Dubois’ deep connection with LOBO can be traced back to the year 2000, when he started in humble beginnings as a broadcast producer before his path shortly led him to LOBO’s chief creative officer/founder Mateus De Paula Santos. Dubois quickly progressed from small spot production to assisting and producing more major work directly alongside De Paula Santos.

In the ensuing years, Dubois’ responsibilities at LOBO steadily increased and he would eventually take on the role of international executive producer, collaborating with agencies such as TBWA/Paris (including on the global marketing campaign for the  McDonald’s “Happy” character), Publicis, Havas, BBH London, 180 Amsterdam, Kessels & Kramer, Ogilvy & Mather NY, BBDO Energy, McCann Erickson, Arnold Worldwide, and Deutsch LA, among others. This experience would lead him to the position of global head of production, which he would hold until 2016 before eventually pivoting into focusing on new business opportunities on a global scale.

As chief growth officer, Dubois will wear many hats at LOBO, including overseeing the European, Middle Eastern, Asia and North American markets, with a focus on identifying emerging trends and technological advancements that present new opportunities for the organization. In addition, he will be tasked with optimizing internal communication within the organization by, for instance, introducing innovative methods to showcase core creative strengths, and also performing a comprehensive evaluation of the metrics associated with LOBO’s social media platforms and its financial data analysis.

Dubois observed, “The title of chief growth officer encapsulates a modernized version of the traditional role of a marketing director, but with a heightened emphasis on global strategic planning. This includes monitoring and adapting to evolving cultural behaviors and market trends, thereby facilitating our brands in reaching new audiences and clients through a more globally-oriented positioning strategy. This is especially pertinent given the dynamic changes occurring in the realms of entertainment, animation, live action, digital media, and emerging technologies.”

With a high-level goal to further develop LOBO’s global footprint, Dubois laid out the creative studio’s vision and priorities, specifically in terms of growth. “Our vision encompasses both external expansion and internal development. Externally, we aim to enhance our production capabilities through strategic partnerships and the establishment of new divisions in the live action advertising side but also entertainment and maybe gaming sectors. This approach is crucial given the ever-evolving advertising landscape shaped by social media and the changing preferences and demands of our audience.”

Dubois added, “My vision is to reestablish LOBO as a dominant force not only in the US market but also to bestow upon it a larger footprint and a more commanding presence in Europe and the Middle East and Asian regions. This entails a strategic expansion effort that encompasses both market penetration and brand recognition across these critical territories. With an in-depth understanding of LOBO and proficiency in multiple languages, I’m well-equipped to showcase our creative prowess and cultivate new opportunities in these regions.  In this context, our partnership with Michael Stanish from GroundControl in London, established post-pandemic, symbolizes our commitment to this expansion endeavor. Here’s where my expertise becomes particularly valuable. This expertise will play a crucial role in driving our growth and solidifying our position as a global creative leader.”

LOBO partner and NY EP Luis Ribeiro explained, “Loic, an invaluable member of our team long before my tenure at LOBO NY, possesses an unmatched understanding of our body of work. His unwavering passion and dedication have rightfully earned him this well-deserved promotion.”

Postproduction house Uppercut has added editor Edward Line to its roster. With an expansive and diverse body of work spanning commercials, music videos, comedy, and narrative films, Line joins Uppercut for U.S. representation. He had most recently been with Exile.

Line began his editing career in London, where he developed his craft at Final Cut before moving to Los Angeles in 2016. Since then, Line has cut commercial work for Nissan, Gatorade, Covergirl, Google, Facebook and Mountain Dew. He has collaborated with directors including Traktor, Craig Gillespie, F. Gary Gray, Fredrik Bond, and Los Perez.  Line also prides himself on cutting socially committed advertising campaigns for Ancestry, illuminating America’s diverse ancestral history; Sephora, celebrating transgender and non-binary communities; and Color of Change, which highlighted the importance of the 2020 U.S. elections.

Line first made a name for himself as a music video editor with work for Usher, Sia, Nick Cave, DJ Snake & Justin Bieber, and Rudimental.  Also an adept narrative editor, his short films have been recognized at international film festivals, including Wale which went on to be shortlisted at the Academy Awards and nominated for a BAFTA.