UNIT9 has brought Media Ridha on board as head of digital, a newly created role at the production company which is strengthening its influence in the North American market.

Formerly an executive producer at Media.Monks, Google and Jam3, Ridha adds further Web3 and metaverse knowledge to UNIT9’s arsenal one year after the company launched its dedicated Metaverse Advisory Department (M.A.D).

She joins a global team that has been designing and developing cutting-edge digital experiences for the past 26 years--from a mind-ordering pizza app for Domino’s, to deep faking Lionel Messi, and pitting John McEnroe against AI digital avatars from his past. 

Working as a conduit between UNIT9’s North America and EMEA teams, Ridha will team closely with UNIT9 U.S. founder Michelle Craig, U.S. director of production Mindy Lubert, and EMEA managing director Rosh Singh. Ridha’s focus will be on expanding the creative services offering within the North American market, leading on digital and tech-led projects.

Ridha said, “What drew me to UNIT9 was the chance to contribute to a team with a dedicated ambition towards innovation and creativity, and to unearth new opportunities in a company with a proven track record in emerging tech projects and experience design. It was an easy and in some ways serendipitous decision; as our relationship with technology and culture continues to evolve so rapidly, UNIT9’s maker mindset is perfectly set up to identify, explore and deliver on this new set of expectations and desires.“