Hi there.

I’m Gui Borchert. An Executive Creative Director, writer and director. With a background in graphic design. I’m also a published author, just like Oprah, Bukowski and Hemingway.

I’m the ECD of Hyundai North America at Innocean in Los Angeles. Before that, I ran the Squarespace creative dept in LA. Before that I was ECD at 72andSunny, where I spent eight great years. And before all that Fallon, Syrup, Mother and R/GA.

I grew up in Rio de Janeiro, grew up some more in New York City and spent a couple of years in London before making Los Angeles my home.

I believe great work comes from an explosive combination of problem solving, trusting your guts, collective courage and crafting the hell out of things. In that order.

I’ve helped bring the Olympics back to Los Angeles, turned the CBS logo into a pair of eyes for the Super Bowl, made shoes talk for Google, launched ideas into the stratosphere for Squarespace, turned car seats into thrones for Infiniti, created entire interfaces out of plants for Nike, written a wordless tagline for Puma, launched a global new positioning for Adidas and made posters that helped elect Barack Obama President.

I was on Print Mag’s 20 under 30, AdAge’s 40 under 40 and I’m yet to enter any 50 under 50 competitions.

Also important:

I voiced a crackhead in GTA IV. I once ran from LA to Vegas by foot. I don’t have any cavities. I don’t have a middle name either.

I believe you’ve already learned all there is to learn about me at this point. But then again, you saw the word “info” on a menu and clicked it. Which means you like information. Not just like it, you devour it. I get it. You’re a bookworm. You enjoy learning things. The Encyclopedia Britannica wasn’t enough. So here you are, on a quest to know everything there is to know about me.

I’m happy to report that you, friend, are in luck. You have come to the right place. Sit back, relax (like I am doing in the photo) and enjoy the majestic flow of information you’re about to embark on.

Heads up: due to English being my second language, the words “in” and “on” still look pretty interchangeable to me. Please don’t give me a B on your writing report. Or is it “in” your report? UGH.

PSA: My name is pronounced “Ghee” like the Indian butter, “Boar” like the tusked wild pig, and “Cher” like the legendary Goddess of Pop. Got it? Cool. We’re making progress here. Read on.

Where do I start? Okay, I was born in Rio de Janeiro, Brazil. I spent the 80s and 90s there. One of my dreams was to own a yellow Sony Sports walkman, but since those things were super expensive down there, I had to settle for a knockoff. It wasn’t even yellow. But hey, like Mick Jagger once said, you can’t always get what you want.

I also went to school in Rio, at a place called UFRJ that translates to The Federal University of Rio de Janeiro, a very pompous name for a not so pompous institution. But I digress.

In addition to the above, I think it’s worth mentioning, I spent my junior year of High School in Salt Lake City, Utah as an exchange student. I lived with a Mormon family, which was quite the contrast to living in Rio de Janeiro with an atheist dad and a catholic mom. By then, Walkmans (it’s not Walkmen I looked it up) were obsolete so I never got one.

Once I graduated from UFRJ, I sold my car and moved to New York City, where I lived for almost ten years. After that I moved to London for two years before settling in Venice, Los Angeles, where I currently live with my wife, two kids and STILL no yellow Sony Sports Walkman.

In a nutshell, I’m a Creative Director who started as a designer and then fell in love with writing and then fell in love with directing and now gets to do a little bit of all of the above.

One of my favorite quotes ever is by Bill Shankly: “Football is a simple game, made complicated by idiots.” And I believe it applies to advertising.

In my spare time I like to play a ton of football (soccer), a ton of tennis (tennis) and search eBay for a Sony Sports Walkman.

Thanks for reading.

Wait. You’re still here?

What else could I tell you that you don’t already know at this point? Let’s see…

The Strokes are my favorite band.
I haven’t shaved in twenty-years.
The only sports team I truly care about is Fluminense FC, but will watch any soccer game that’s on.
I once wrote and directed a pilot for the SyFy channel that didn’t get picked up.
I’m currently working on a few screenplays and a show.
I’m obsessed with films, especially really dark ones, but not necessarily horrors.
I’m also obsessed with outdoor showers.
Pink is one of my favorite colors.
I enjoy Japanese whiskey and super peaty scotch.
I love making coffee and have mastered the art of the espresso martini.

If any of the above sounds remotely intriguing to you, let’s grab a beer and chat about it and--

Wait a minute. You’re a bot, aren’t you? I knew it. How’s life these days? Kicking it on the click farm? Right on.