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Sofia Lyu is a Global Creative at Sid Lee since October 2020, specializing in leading projects across multiple global offices including Paris, London, Montreal, Toronto, and Los Angeles. With a comprehensive skill set that encompasses New Business Pitches, Concept Development, Art Direction, and Film Production, Sofia has collaborated with high-profile clients such as FIFA, Amazon Prime, and Sony. Prior experience includes roles as Creative Lead at TBWA/DAN Paris, where successful campaigns for luxury brands like Dom Pérignon were developed, and a Creative Residency at 72andSunny, marked by installations showcased at Miami Art Basel. Educational qualifications include an MA in Interactive Art Direction from Hyper Island and a BA in Advertising from Beijing Union University.