Innocean USA Appoints Gui Borchert as Executive Creative Director

By Kyle O'Brien 

Independent Southern California-based agency Innocean USA has appointed Gui Borchert as its new executive creative director.

Borchert was most recently senior director of creative at Squarespace and brings over 20 years of experience and creative work for brands including Nike, Google, Puma World Cup and Adidas Football.

Borchert will oversee the Hyundai North America account, with a focus on increasing the brand’s perception and brand love.


Borchert will be responsible for continuing to build a team of talent for the account and help further expand the agency’s business and roster of clients.

“We are thrilled to welcome Gui to our team,” said Jason Sperling, chief creative officer at Innocean USA in a statement. “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.”

Borchert launched his career in Brazil as a graphic designer. A few 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.

Borchert transitioned to traditional advertising and spent 13 years as a creative director at agencies including Mother, Fallon and 72andSunny, before moving brand side with Squarespace. His work has been recognized by Cannes Lions, D&AD, Effies, Clios and Andy Awards.

“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 in a statement. “It’s a huge opportunity to take the brand and agency to the next level together, from valued to beloved.”