Hyundai Hope on Wheels - "Hope Detector"

From designer to writer and director, Borchert brings his diverse background and contagious creativity to the full-service advertising agency 

Today, award-winning, independent full-service advertising agency INNOCEAN USA announces the appointment of Gui Borchert as its new executive creative director (ECD). Borchert, most recently senior director of creative at Squarespace, brings over 20 years of experience in delivering iconic creative work for brands such as Nike, Google, Puma World Cup and Adidas Football. His work has been recognized by Cannes Lions, D&AD, Effies, Clios and Andy Awards. 

As executive creative director, Borchert will oversee the Hyundai North America account. With a fervent focus, Borchert brings fresh perspectives on how to increase the brand’s perception — further establishing Hyundai as a beloved brand in the auto category and getting them the credit they deserve for their great products.

“We are thrilled to welcome Gui to our team,” said Jason Sperling, chief creative officer at INNOCEAN USA. “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, and beyond excited about what we’ll accomplish together.” 

As a designer turned writer, Borchert comes to INNOCEAN USA with a diverse background. After discovering a passion for concepting ideas and the process of communicating them to others, he launched his career in Brazil as a graphic designer. A couple 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. Eventually he transitioned to traditional advertising where he spent 13 years as a creative director at various agencies such as Mother, Fallon and 72andSunny, before moving brand side with Squarespace.

Borchert’s fluid journey has encouraged him to push his limits, both personally and professionally, which has led to new outlets of creativity including writing and directing. By integrating these avenues alongside his design expertise, he has cultivated a strong cross-channel approach in his creative process, enabling him to effectively lead across various disciplines. 

“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. “Interestingly, INNOCEAN and Hyundai are very similar. Everyone who drives a Hyundai, loves it, and everyone who works at INNOCEAN, loves it –– and this creates a powerful synergy between teams. But outside, not everyone knows this. It’s a huge opportunity to take the brand and agency to the next level together, from valued to beloved.”

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

ABOUT INNOCEAN USA

INNOCEAN USA is an award-winning, independent full-service advertising agency that leverages unbridled curiosity and unorthodox thinking to go beyond simply creating ads, to creating culture. For more than a decade, INNOCEAN USA has merged innovative technology with cutting-edge digital, social and experiential advertising to connect brands to the people. We are doing this with our clients, including Hyundai Motor America, Genesis Motor America, Kia Motors, Hankook Tire, Wienerschnitzel, UC Davis Health, LG, Signature Kitchen Suite, SeaWorld, TaylorMade Golf, Pacific Life, JINRO, Toshiba Business Systems, Gravity Interactive, Model Solution, Los Angeles Angels of Anaheim, Hyundai Cradle, Supernal and Xcient Fuel Cell.