Sanam Petri Joins Uncommon Creative Studio as Its First International Executive Creative Director

Uncommon has hired its very first international executive creative director Sanam Petri.

Petri will work directly with Nils Leonard to help the studio continue to grow its presence in the US. The move marks Petri’s return to the industry following an impressive stint leading her own venture, where she worked directly with some of the world’s most exciting artists as a personal creative director.

Originally from California, Sanam returns to London having been based out of Los Angeles for the past few years, touring with bands and helping artists bring their visions to life. She has directed music videos and collaborated with the world’s biggest artists: developing projects with talent including Billie Eilish, Will Smith, Herbie Hancock, and working on Beyonce’s ‘Lemonade.’

Sanam Petri, International ECD at Uncommon said: “I wasn’t sure if I’d come back to advertising again, but Uncommon is one of those mythical creative playgrounds where it seems anything goes. You’re not just allowed but encouraged to make anything you want here, from feature films to products - and given world class support to do it. All that, plus a genuine desire to do some good in the world… I don’t know any other place in the world with the energy, mettle and ambition of Uncommon right now.”

Nils Leonard, co-founder at Uncommon added: “We’re honoured to welcome Sanam to Uncommon. Her instinct, taste and empathy is a game changer for the studio. She’s worked with some of the world’s most exciting brands and people — we can’t wait to see how this collides with what we’re building here and in the US.”

Prior to her move into Hollywood and entertainment, Petri completed two tours of duty on Nike, one as Wieden+Kennedy’s creative director in London, the other as R/GA’s creative lead on the Nike Digital Sports team in New York. She was also responsible for the first three years of creative output at Beats by Dre - where she played an instrumental role in crafting the brand’s early tone and attitude.

A repeat lecturer at Harvard and Central St. Martins, Sanam is a fervent advocate for shaping a creative industry more reflective of the society we live in. The lack of diversity in advertising was one of the factors that drove her to the entertainment world. But now, she’s returned to create more opportunities for underrepresented voices.