Dustin Callif


Dustin is currently the Managing Partner at creative production company Tool. He co-leads both the day-to-day management and long-term growth of the company and is responsible for founding the Digital, Experiential, Artificial Intelligence and VR practices at Tool, with a focus on producing meaningful, innovation-led advertising that creates cultural impact.
Signature projects Dustin has spearheaded include “Clouds Over Cuba,” an Emmy award-winning interactive documentary produced with the JFK Library in honor of the 50th anniversary of the Cuban Missile Crisis;  creating Ford’s 1st ever VR platform that launched with the Tool produced VR film “Return to Le Mans,"; “Take This Lollipop,” a haunting Facebook connect experience that was one of the fastest growing Facebook apps of all time and a Daytime Emmy award winner; "8 Phases of Enlightenment," a mixed reality installation that was showcased at the Palais De Tokyo in Paris; and leveraging Artificial Intelligence to power advertising campaigns such as “RAVtivity,” for which Tool used IBM Watson to connect Toyota's RAV4 to the favorite activities of individual consumers in unpredictable ways.
Dustin maintains an active presence in the interactive advertising and marketing industry serving as a judge for the Emmys, Webby’s, Davey Awards, FWA Mobile Site of The Day, .net Awards and AICP Next Awards; speaking at conferences such as the AICP Conference, SXSW Interactive Conference (2011, 2012, 2014, 2017), Dmexco, 4A’s CreateTech, Ciclope, Cannes Advertising Festival, and the NAB Conference, and holding membership in the International Academy of Digital Arts & Sciences.

Participating In

  • Jun

    Session I – The Business Dynamics of VR

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