Global independent creative agency GUT has brought on board the executive creative director team of Ariel Abramovici and Bruno Acanfora. Hailing from TBWA\Chiat\Day LA where they served as global creative directors, this award-winning pair will be responsible for working on GUT’s roster of clients. Both Abramovici and Acanfora are based in Los Angeles, and report to Juan Javier Peña Plaza and Ricardo Casal, who are partners at the agency and who will now be serving as executive creative directors for the entire North America region.

With almost 20 years of experience in the industry, Abramovici and Acanfora have won multiple international awards from Cannes Lions, The Clios, The Effies, Webbys and more over the course of their careers. To date, the pair has worked together in Buenos Aires, Chicago, New York and Los Angeles on some of the world’s biggest brands, including Coca-Cola, Apple, Nike, NBA, DIRECTV, Disney+ and Gatorade. At TBWA\Chiat\Day LA, they were the creative leads on the Gatorade global business, working together on its “Water Made Active” campaign, as well as its “Heart of a Lio” campaign, which was viewed by more than 300 million people. For the NBA, they helped create its “This Is Why We Play” campaign, as well as helped launch streaming giant Disney+. 

A statement from Abramovici and Acanfora read, “GUT is becoming known for creating big, successful ideas that not only create a lasting impact on culture, but also help brands solve their biggest business challenges through creativity. The opportunity to work with the team and to help tell a brand’s best story through creativity, data, strategy and craft is going to be a lot of fun. We’re looking forward to working alongside the creatives to help them develop and nurture their ideas, and seeing how we can continue pushing the boundaries of creativity to help each client’s business continue to grow, as well as help them infiltrate pop culture.”

Meanwhile Peña Plaza and Casal jointly stated, “We’ve been admiring Bruno and Ari’s work for years, watching them do extremely powerful ideas for some of the biggest brands in the world, so when the chance came for them to join us, it wasn’t a matter of ‘if’, only a matter of ‘when’. The energy and excitement they bring to the team is contagious, and we know they will help us continue to do incredible things not only with our clients, but also with our team through their leadership, mentorship and passion for creativity.”