Following its soft launch in June, SillyFace, Miroma Group’s global marketing and content business, has announced the appointment of Sanam Petri and Paula Bloodworth to significantly enhance its market proposition, who take up the roles of Chief Creative Officer and Chief Strategic Officer respectively.

The duo, who both join from Uncommon Creative Studios, have unparalleled experience in creating award-winning work for major international clients. Prior to their roles at Uncommon, Sanam and Paula ran the Nike account together at Wieden+Kennedy.

Named one of Business Insider’s 30 Most Creative Women in Advertising, Sanam is known for developing campaigns recognised for their influence in culture, with an emphasis on sports and entertainment. She’s developed numerous creative campaigns for Nike and Jordan Brand, as well as worked on projects like Beyonce’s 2016 visual album Lemonade.

Sanam was instrumental in developing a decade’s worth of campaigns for Beats by Dre, going on to write and creative direct films featuring artists like Pharrel Williams, Nicki Minaj and Billie Eilish. Sanam is also a board member of the US prison reform non-profit Creative Acts, and has been a repeat lecturer at Central St Martins and Harvard.

Paula is one of the most highly regarded and globally experienced strategists in the world, having lived and worked in London, Melbourne, New York, Portland, Shanghai, Sydney and Tokyo. 

Considered one of the Top CSOs in the USA by AdAge, Paula is best known for leading Nike’s Global Strategy at Wieden+Kennedy, where she crafted the strategy for the highly awarded ‘Nothing Beats a Londoner’ campaign. She later picked up an Emmy, a Gold Effie and a Cannes Lions Grand Prix award for the brand’s iconic 2020 ‘You Can’t Stop Sport’ platform. She’s a frequent keynote speaker at events such as the Cannes Lions Advertising Festival, and has worked across a myriad of brands including Converse, Jordan Brand, Budweiser, Peloton and Pinterest.

The pair will be based in London, joining SillyFace’s global team: Idris Elba, co-founder of SillyFace, CEO Marc Boyan in LA, also founder of Miroma Group, and Margot Hauer-King, Chief Growth Officer in NYC.

The creative studio will combine Idris’s world of entertainment with the best global marketing talent in order to tackle the most exciting and challenging briefs of our time – with a diverse team offering the industry fresh perspectives. 

Miroma Group has an extensive network of expertise that the team can tap into to ensure original thinking to life across every platform and marketing discipline.

Paula Bloodworth said: “The industry is always talking about purpose and making cultural impact. Meanwhile, Idris Elba has been out here doing it. I’m excited to join the team to push the boundaries and explore the full potential of what a talent-led agency can do.” 

Sanam Petri said: “It’s a special honour to be given the chance to build a new kind of creative shop. Idris has built an iconic career on fearlessness; never afraid to break the mould, champion an underdog or find a better way. The aim will be to build a culture that reflects this exceptional ethos.”

Marc Boyan, CEO of Silly Face and founder of Miroma Group, said: “I’m super excited to have Sanam and Paula join SillyFace. Individually and together they have created some of the most culturally relevant and important storytelling over the last ten years. We aim to ramp this up at SillyFace. We outlined our hiring strategy quite simply: You can only change the game with game changers.”

Idris Elba, Founder of SillyFace, said: “Talent attracts more talent. SillyFace feels incredibly fortunate to have the talent of both Sanam and Paula come join us. Our focus is storytelling that is designed to enlighten, offering a window for an audience to look through.”