Snap Sets Leadership Team for Arcadia Branded AR Creative Studio

variety.com:

Todd Spangler NY Digital EditorSnap hired ad-industry veteran Resh Sidhu to lead Arcadia, the Snapchat parent’s global creative studio for branded augmented reality.Sidhu joins Arcadia as global director, based in New York, heading up the AR business and managing the team globally.

Most recently, she served as chief creative officer for Barbarian, working with clients including American Express, Samsung, Fenty and Joe Biden’s presidential campaign.Previously, Sidhu served as group creative director for digital agency AKQA, where she executed AR experiences for Volvo and Coca-Cola.

Before AKQA, she was creative director at Oscar-winning VFX studio Framestore, where she developed the VR experience for Warner Bros.’ and J.K.

Rowling’s “Fantastic Beasts and Where to Find Them.” In addition to Sidhu’s hiring, Snap announced two other leadership appointments for the group: Jeff Miller will serve as Arcadia’s executive director while continuing his role as global head of creative strategy for Snap; and Lidiya Bogdanovych will serve as executive producer and also continue as Snap’s director of lens design.“Snap are pioneers in augmented reality, and I am so proud to join the Arcadia team during this time of immense opportunity,” Sidhu said in a statement provided to Variety. “The stage is set for never-before-seen creativity and innovation as we chart a new path into worlds we have yet to imagine.”Snap announced the launch of Arcadia in October 2021.