• Tuesday, Apr. 13, 2021
People on the Move
Sid Lee expands in U.S. with 8 hires, including 4 creative directors
Creative directors Francisco Rojas (l) and Juan Davila Morris
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Global creative company Sid Lee has added Christina de la Cruz, Eric Molina, Juan Davila Morris, and Francisco Rojas as creative directors in its L.A. office. As Sid Lee shapes itself for the future and adds broader perspectives to its roster, a total of eight new creative hires come aboard the Southern California operation and serve clients in the U.S. at a time of growth with the recent wins of Dos Equis, Sanofi Consumer Healthcare and Schwan’s, to name a few.

From its inception, Sid Lee has built a reputation around bold work that switches up the status quo by breaking a rule or two. With eight new appointments, the end-to-end customer experience company positions itself to extend its capabilities to shape culture with breakthrough creative solutions. 

Molina and de la Cruz join Sid Lee as a dynamic creative director team. The two have successfully worked together in several different agencies, companies, and even across multiple time zones. They share a creative vision inspired by lived experiences, travel, diversity in thought and cultures, and dedication to craft. Their previous clients include Apple, Nike, IMAX, D’Addario, Volvo, Airbnb, Facebook and TikTok, with recognition and awards from Cannes, The One Show and Clio Awards, among others. Previous roosts for de la Cruz were Leo Burnett and BBH LA.  Prior to joining Sid Lee, Molina was freelancing at Yahoo.

Morris and Rojas join Sid Lee from David&Goliath. Their work spans markets and countries and includes campaigns for Miller Lite’s “Cantroller™,” “Second Chances” for Donate Life, “Yours for the Making” for KitchenAid, and Coca-Cola’s “Taxi of Movement.” The duo has received recognition from Cannes Lions, D&AD Awards, The One Show, New York Festivals, and Clio Awards for their acclaimed work.  

Greg Plater, art director, and Victoria Bonhomme, copywriter, share the values of creating impactful work that pushes how storytelling and culture interact. As a Black creative Team, they understand the significance of their perspective and how important it is to inspire the next generation of marginalized creatives, and how they can help Sid Lee shape the future. Although Plater and Bonhomme are new to the industry, their unique backgrounds greatly influence their creative style. Plater played professional basketball overseas, traveled to over 20 countries, and lived on several continents. Before joining the Sid Lee team, he worked for several award-winning tech startups, including Omada Health, KeepTruckin, and Palm. Bonhomme graduated pre-med and then decided to pursue photography. She attended advertising school and worked for brands including Popeye’s, Tim Hortons, and Coca-Cola. Plater and Bonhomme are committed to creating globally informed work soaked in culture that drives change. 

Gaeun Oh, art director, and Christian Ianniello, copywriter, merge their unique and wildly different perspectives as one energetic and culturally curious creative team. Oh is an artist at heart with an eye for making things come to life. She uses her fine art background from the School of Visual Arts and her passion as a creative director in the fashion space with her strategic and conceptual art direction. Ianniello comes from a journalism and poetry background, writing for publications such as SoapBox Editorial. She combines her appreciation for words, poetry, and storytelling to craft compelling copy. They come from Havas, New York, where they worked across various disciplines--from TV to out-of-home--for clients such as Keurig, Green Mountain Coffee Roasters, and Rite Aid. They most recently completed a campaign featuring the musically talented comedians James Corden and Reggie Watts. Together, they hope to cut through the clutter with ideas that bring out the weird, honest, and humanness in everyone and everything.

Of the new hires, Cam Levin, chief creative officer at Sid Lee USA, said, “I look forward to being inspired by them and creating unexpected work that pushes the edges. As we further develop our presence in the United States, we remain committed to hiring the best creative folks in the industry. We want to tell stories that reflect the world we live in, contribute to culture and push its evolution. Given their exceptional experience, focus on developing impactful work that enriches the human experience and propels brands and our industry forward, we are hugely excited to welcome these next-generation creatives to the growing community.”

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