Gui Borchert is a commercial director and creative lead whose path runs from Brazilian graphic design through New York agencies into brand-side and dual ECD/director work. Early art direction on Nike at R/GA led to creative-director roles at Mother, Fallon, and 72andSunny; he later became Senior Director of Creative at Squarespace and, in April 2024, Executive Creative Director at INNOCEAN USA overseeing Hyundai North America while remaining rostered at Imperial Woodpecker. His reel is anchored by Hyundai: the “So Right It Feels Wrong” Getaway Sales Event dramedy series (couples therapy, lawyer friend, lay-low, confession, powerslide), “In The Time It Takes” films for the Hyundai x Amazon partnership, and Jason Bateman–narrated Ioniq / “Most Electric EVs” fact spots, plus Ioniq 5 & 6 work colored at Company 3. Squarespace credits include character comedies “The Stool” and “The Ditch,” the Rick Rubin Collection launch, John McEnroe Netflix x Squarespace voice-over films, and “The Artist & the Actor” with Joseph Lee. Other directed work spans Puma’s 2010 World Cup “Journey of Football” (co-directed, vérité crews in Ghana and Ivory Coast), CBS Super Bowl “Eyeconic,” Pinterest Pin-effect and Shopping, Foot Locker x Nike Swoosh Evolution, Starbucks “Be Good to Each Other” real-barista series, Sonos, Metromile, Mailchimp, Quip, Hasbro Power Rangers, TOMS, Google Chromebook, Razer Respawn, and Adobe Firefly “Just Imagine.” Trade coverage notes recognition from Cannes Lions, D&AD, Effies, Clios, and Andy Awards.