"I do a lot of interactive production and we're always trying to push innovation. It's sometimes like I'm speaking another language when we're dealing with some of our clients and they don't necessarily get it, particularly when we're working with some of the top innovative talent out there. They just have a far different approach and thought process that an everyday consumer or client is used to. So when nobody it's actually a good thing in my business, and what I try to do is communicate so they can understand and finally get it and finally have that Eureka moment. That's a great thing about being able to educate and push the boundaries." -- Dustin Callif
Finding great ideas
Dustin Callif is head of digital content for Tool of North America's Digital division. Callif leads the growth of the division by expanding its creative roster and working closely with advertising and interactive agencies to develop interactive live-action content.
Callif has overseen more than 100 digital media projects across all digital platforms, including work with Qantas Airways, Tourism Australia, Carl’s Jr., Hardee’s, NBC/Universal, Hitachi, Citibank, and Sun-Maid Raisins, among others. Callif has been recognized by the Yahoo! Creative Summit, OMMA, and the Davey Awards. He serves as a judge for the Webby Awards and has spoken at many high-profile interactive conferences in addition to holding a membership at the International Academy of Digital Arts and Sciences (IADAS).
Prior to joining Tool, Callif spent several years as co-owner of Spacedog, where he played an integral role in negotiating the acquisition of the company by the second largest advertising holding company in Asia; led the digital marketing strategy for all clients and new business prospects; and led the company’s growth strategy into a full-service digital agency, helping to expand the business and create a bicoastal presence. Callif also spent time at EZFlix and the Digital Entertainment Network where he produced some of the web’s first branded content and online-based entertainment content.