Tool of North America

Dustin Callif, Tool of North America

About Tool Of North America:

Tool of North America is a creative production partner that concepts, creates and executes award-winning advertising and marketing for the world’s bravest brands and advertising agencies. Tool is powered by its talent, a best-in-class roster of directors and artists and internal team of technologists, designers and producer.s  Tool takes a nimble approach to storytelling at the pace of culture and innovation, operating on a truly integrated model of deep specialties - from Live Action to Experiential, AR/VR and AI - that are inspired by and inform one another, and work together seamlessly.

In addition to producing hundreds of television commercials and innovation campaigns annually, Tool collaborates directly with top brands like Airbnb, Amazon and Facebook. Since its launch, Tool has created work that has won over 500 prestigious awards, including Emmys, Cannes Lions, The One Show, SXSW, and AICP. Tool was also named to Creativity's Production Company A-List from 2015-2017, and in 2016, the company was awarded Cannes Lions' highest production honor, the Palme d'Or. // @toolofna

What We’ll Be Talking About:

We’re excited to visit with the students and staff at ITP and introduce our company and the work we produce.  We’ll be sharing a range of projects we’ve recently worked on across Experiential, AR/VR, AI and blending live action content with interactivity.  This includes:

*An AR driven art gallery exhibit for The Macallan

*Immersive installations for Intel at CES 2018, which included an LED Tunnel, Projection Mapped Autonomous Drive and AR documentaries  (gif attached)

*A live-streamed event for Amazon Prime/The Grand Tour on Twitch

*AI powered ads created for Toyota

We’ll share insights into the creative, technical and production approach.

We look forward to meeting everyone!



Dustin Callif//Managing Partner

Dustin co-leads the day-to-day management of Tool, helping clients produce creative marketing with a business purpose.  He is responsible for helping establish the innovation group at Tool, which consists of 4 business units: Experiential, VR/AR, AI/Web and Integrated. Since joining, Tool has been recognized on the AdAge Creativity A-List every year since 2009,  won  two  Emmys,  the  Cannes  Advertising  Palme D’Or, and been inducted into the FWA HOF. 

Before  joining  Tool,  Dustin  was  Co-Owner  &  Managing Partner at digital agency Spacedog, with offices in L.A. and  New York. In 2008, Dustin helped negotiate Spacedog’s acquisition by Mendelsohn Zien and Hakuhodo, the second largest advertising holding company in Asia. Working with clients such as Airbnb, Facebook, Netflix, Google, Adidas, Intel,  and  others,  Dustin  has  overseen  over  400  digital media projects across all digital platforms.

His projects have been recognized with numerous awards at   the   Emmys,   Cannes   Lions   Innovation Festival, The Webby  Awards,  AICP  Next,  Clio  Awards,  One  Show, SXSW, Ciclope, FWA HOF, Awwwards, MTV VMAs, AICP, OMMA and Davey Awards. Dustin  maintains  an  active  presence  in  the  interactive advertising and marketing industry, serving as a judge for the Emmys, Webby Awards, and Effies, and guest lecturing at  UCLA,  USC,  and  Loyola  Marymount.  He  has  spoken at  conferences  such  as  the  AICP  Conference,  SXSW Interactive  Conference  (2011,  2012,  2014),  Ciclope,  TV of Tomorrow, F5 Fest, Cannes Advertising Festival, NAB Conference,  Seattle  Interactive  Conference,  DMEXCO, and Digital Hollywood. He also holds membership in the International  Academy  of  Digital  Arts  &  Sciences.  Callif is currently on the Loyola Marymount University’s M-School Board of Advisors and, most recently, he spoke at the 4A’s2017 CreateTech Conference about Leveraging Creativity With AI.