72andSunny LA Promotes 12 Creatives, Names Four New GCDs
Photo from left to right: Ashton Rose, Maddie McDowell, Scott Reedy, Shawn Raissi / photo credit: Kevin Tosi
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72andSunny Los Angeles has announced a wave of creative promotions, including the elevation of four creative directors to group creative director (GCD). The promotions are a reflection on the agency’s continued focus on developing internal talent across the US.
The new group creative directors are Maddie McDowell, leading CarMax and Indeed; Ashton Rose, who continues work on Call of Duty and Wingstop; and Scott Reedy and Shawn Raissi, who lead Adobe. Each reports to executive creative directors Lauren Smith and Zach Hilder.
Collectively, the four have amassed over 27 years at the agency. Their elevation reflects not only long-standing relationships with clients, but their proven ability to deliver bold, business-driving creative.
“These roles were created specifically to recognise their impact and further elevate their influence as the Los Angeles office continues to create blockbuster work for our bold partners,” the agency said in a statement.
“This group reflects the best of 72andSunny: high creativity and high performance,” added ECD Zach Hilder. “This group has been putting in the work, driving the wins and raising the bar. Now, as the agency grows, they’re growing with it. Their success is part of what’s driving ours.”
The promotions also open the door to a broader creative leadership restructure, with five additional team members stepping into the role of creative director. Kevin Tosi becomes CD for United Airlines; Kailey Riggen and Lulu Wimberley are now CDs on Adobe; and Jeff Pelton and Gideon Gillard have been named CDs on Call of Duty.
Three more creatives - Charlie Boiler, Steph Karsten, and Nick Di Pol - have also been elevated to mid-level creative roles on the United account.
ECD Lauren Smith said the announcement reflects the agency’s long-standing investment in what she described as “homegrown talent”.
“72 is a place where people come in as one person and end up different: more imaginative, prolific, powerful, impactful… the list goes on,” she said. “The most important word is ‘grown,’ because this is about recognising growth, past and future. This crew of talent proves that the most powerful thing we can say is: ‘I believe in you,’ and then watch what they can do.”
The newly appointed GCDs also reflected on their new roles and the leadership approach they bring.
“We’ve all doubted ourselves, our ideas, or our abilities at some point,” said Shawn Raissi. “Rather than ignore those feelings, my partner Scott [Reedy] and I lead with vulnerability – opening a dialogue about our own insecurities to build an environment where we creatively gas each other up and get to our best work. We’ve already established that environment with the new creative directors stepping into our roles, allowing us to hit the ground running on the next chapter of bold creative for Adobe.”
Scott added, “72andSunny is a special place. Like everywhere, there are high expectations, but the culture here is defined by high trust. It’s the thing every creative needs to bring their whole self to the work, try courageously, and even fail gloriously - knowing that everyone here supports you and the endeavour of finding not only the right answers, but the most amusing and meaningful ones.”
Reflecting on her own promotion, Maddie McDowell said, “At 72andSunny, we approach the work as learners rather than experts, seeing learning as a path to growth. My most important responsibility as I step into the new role of GCD is to stay curious and act in service of our partners, my teams, our broader agency culture, and that next little spark of a great idea that's just waiting to ignite.”
For Ashton Rose, the creative spirit of the agency remains a guiding force. “Great ideas come from a place of play. Staying loose and having fun. The leaders who inspired me know that - and now, in this new chapter, I get to pay it forward. No ego. No bullshit. Just runnin’ wild.”
