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Craft, the production agency that is part of McCann Worldgroup, has announced that it has appointed industry veteran Sam Swisher to managing director, North America Original Content. He joins Jeana Muñoz, recently tapped as global head of human resources, in rounding out the Craft leadership team.

In his new role, Sam will be instrumental in driving high-fidelity creative work, shaping impactful content strategies, and collaborating across teams to further elevate Craft’s production capabilities. His focus on engagement and quality will ensure the agency continues delivering outstanding assets for clients.

Lalita Koehler, Craft’s global president, said, “With over 20 years of expertise in live-action and post-production, Sam’s career is a testament to his dedication to excellence, creativity, and innovation. His work consistently sets the bar for showcasing clients’ products in the most compelling light, driven by the highest standards of creativity and innovation, all in the service of building enduring brands. I’m beyond excited to have such a talented leader within our ranks and look forward to achieving great things together."

In 2009, Sam co-founded WoodShop Studios Inc., a design-driven production company renowned for its expertise in food, beverage, and product content. Under his leadership, WoodShop grew into an industry leader, boasting a 16,000-square-foot facility that combined live-action and post-production under one roof. Sam led the company in delivering premium craftsmanship, innovative content development, and fostering enduring client relationships. Earlier in his career, he served as executive producer and head of sales at Public VFX (formerly Sea Level), a photoreal visual effects company specializing in 3D cars and environments.

Sam remarked, “As we all know, the advertising world is changing at warp speed. So when Lali approached me with the idea of joining a big global production team that lives on the frontier of new technology I was fascinated. Then, after many conversations around Craft’s team dynamics, global reach, strategy, and innovation, when combined with strong leadership, the offer proved to be too good to pass up.”

Jeana Muñoz will be responsible for overseeing all aspects of Craft’s global HR strategy, including talent acquisition, employee development, and organizational culture. She will also play a crucial role in fostering a positive and inclusive work environment that helps current employees achieve their full potential and attract top talent to join the agency.

Lalita added, “Jeana has a proven track record in talent management, organizational development, and strategic HR leadership. She brings to our HR function what we collectively bring to production – a focus on innovation and collaboration to bring out the best in everyone and achieve the best results. With her and Sam joining our leadership team we are poised for even more great things in 2025 and beyond.” 

Jeana brings a wealth of experience in talent transformation; employee experience strategy and organisational design to her new role. Prior to joining Craft, she served as chief people officer at Havas Media North America where she led the design, implementation and oversight of talent acquisition, employee experience strategy, talent development and strategic workforce management.  Before that, she successfully led enterprise and strategic transformations as a managing director with Accenture’s Talent and Human Potential consulting practice.  

Jeana added, “I have a passion for unique organizations that are on the heels of transformation led by strong, visionary leadership.  After speaking with Lali, I knew that Craft was that type of organization.  I'm honored to work alongside a leadership team that is focused on both pushing the boundaries of what’s possible and knowing a crucial part of doing that is to maintain a relentless focus on their people.”

Sam and Jeana join Craft following a streak of recent creative achievements for the agency. The agency served as the production lead on some of the industry’s most celebrated campaigns, including Microsoft’s “ADLaM” (awarded a Titanium and two Grand Prix at last year’s Cannes Lions) and Xbox’s “Everyday Tactician” (awarded a Grand Prix at last year’s Cannes Lions), among many others.