TBD has brought on board art director Leila Moussaoui and copywriter Sara Uhelski. Having previously worked together for several years in San Francisco at Intel and Pereira & O’Dell, the pair brings a shared history of creativity to the growing team at S.F. agency TBD. 

A native of Morocco, Moussaoui began her career at Pereira & O’Dell as art director, where she initially met TBD founder and chief creative officer Rafael Rizuto who was creative director at the time. The two worked closely together on projects for brands such as Ad Council and Airbnb. Most recently art director with Intel’s in-house creative team, Moussaoui was instrumental in developing Lady Gaga’s 2017 Super Bowl halftime show. This choreographed aerial performance used 300 Intel “Shooting Star” drones to light up the sky and was the first-ever drone integration during a televised event. At TBD, Moussaoui will oversee the conception and creation of meaningful projects and bring her global brand experience to the team.  

Uhelski also hails from Intel where she worked on projects such as Conflict Free, a partnership between Intel and YouTube influencers which highlighted the company’s commitment to sourcing conflict-free materials to make electronic devices. Like Moussaoui, she also met Rizuto at Pereira & O’Dell where she began her advertising career as copywriter, and has worked with brands such as Ad Council, Hyatt Regency, 1-800 Contacts and Purex. Having worked at one of the largest newspapers in Brazil before moving to the U.S., Uhelski will at TBD work closely with Moussaoui on the development and production of creative materials for ad campaigns.