2026 Virtual Coaches
Thamakorn Ruchakityanon
Executive Creative Director
sour Bangkok
Bangkok
THAMAKORN RUCHAKITYANON
Executive Creative Director
SOUR Bangkok, Thailand
Executive Creative Director
SOUR Bangkok, Thailand
Thamakorn Ruchakityanon (previously known as Kusuma) is a renowned female creative leader at SOUR Bangkok, the first independent agency in Thailand to successfully penetrate the women’s market. SOUR has been awarded Southeast Asia Boutique Agency of the Year for 7 consecutive years (2018–2024) and was named Independent Agency of the Year at ADFEST 2021. Under her leadership, SOUR has ranked among the Top 5 agencies in Thailand by The Work, Campaign Brief Asia (2021–2024).
Before joining SOUR, Thamakorn held key creative leadership roles at BBDO Bangkok and J. Walter Thompson (now VML). In 2018, she was selected to join BBDO’s Female Creative Leadership Program. With a career spanning over a decade, she has won more than 30 international and local awards.
As Executive Creative Director at SOUR Bangkok, Thamakorn continues to shape industry-defining work. Her campaigns resonate with both Thai consumers and global audiences, blending Asian insights with Thai humor. Notable projects include the ‘Make Yourself Comfortable’ campaign for Sabina Braless, which became a cultural phenomenon and recently won Cannes Lions 2024. She also pioneered Thailand’s most famous virtual influencer, ‘Katii’, who won the Thailand Influencer Awards 2022 and was featured on the covers of Vogue Thailand, L’Officiel Thailand, and Harper’s Bazaar, redefining business models in the metaverse era.
With her expertise, Thamakorn has served as a judge at prestigious international award shows, including Cannes Lions 2024, LIA 2023, Spikes Asia 2023, ADFEST 2024, Gerety Awards, Ciclope Festival, and One Asia.
Her passion and performance make her a driving force in elevating local campaigns to global recognition. Guided by her motto, “Work hard, explore harder,” she balances her time between creative leadership and immersing herself in new experiences, giving her a unique perspective on Gen Z and emerging trends.
Professional Experiences
2025 • Head of Jury and Speaker at Kancil Award
• Effie APAC Jury
• Young Cannes Thailand Jury
2024 • Cannes lions Jury in Direct
• See it be it Mentor at Cannes lion Festival
• ONE Asia Jury 2024
• Adfest Jury in Brand Experience / Commerce / Direct Lotus
• Citra Pariwara Jury
• Thailand Adman Awards Jury in Direct Category
2023 • Spike Asia Jury in Film Category
• London International Awards Jury in Branded Content & Entertainment
• Thailand Adman Awards Jury in Design Category
• Next Creative Leaders 2023 Jury
• Speaker at Adman Symposium
• Speaker at B.A.D Talk
2022 • Cannes Lions Jury in Brand Experience & Activation Category
• Grand Jury at YouTube Works Awards Thailand
• Thailand Adman Awards Jury in Direct Category
• Bangkok Art Director Association Committee