Creative Advertising

AAPI Creative Spotlight: Resh Sidhu Is Charting a New Path in Augmented Reality

This global director is working to build up fellow AR pioneers

Sidhu strives to create a diverse team of AR pioneers, engineers, creatives and producers to demonstrate the power of AR to transform industries for the better.Adweek

By Sara Century

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As the global director at Snap’s Arcadia Studio, the New York-based Resh Sidhu believes that shaping tomorrow means stretching the boundaries of our imaginations in the here and now.

“From my early days as a graphic designer to leading Snap’s global Augmented Reality studio Arcadia, I’ve seen the power of world-class creative to disrupt the norm, transform categories and push the boundaries of what’s possible,” Sidhu told Adweek for the AAPI Creative Spotlight, made in partnership with Asians in Advertising.

“The