Xicoia, the first AI talent studio to work on Tilly Norwood, has hired Mark Whelan from Amazon Prime Video to be its head of strategy and operations as the company grows quickly.
Mark Whelan, who made social media plans for Amazon hits like Clarkson’s Farm and The Grand Tour, is now working with CEO Eline van der Velden to help Tilly grow. He will be in charge of developing Tillyverse, a new digital universe that will launch in late 2026 and will include Tilly and new AI characters interacting with fans.
Van der Velden praised Whelan’s knowledge of comedy, AI, and engaging with audiences, saying that the partnership was important to Tilly’s brand as a “global icon with a captivating storyline.”” Whelan called it a “once-in-a-lifetime chance” to set the standards for AI entertainment by building Tilly’s story, unique characters, and client commissions.
This hire comes after Xicoia’s December 2025 expansion, which included hiring comedy writers and AI wizards to help the Tillyverse grow during debates about AI actors.
