Tool has added executive producer Christopher Neff to its digital team. He will help oversee Tool’s digital productions and play a key role in the company’s growth.
Neff joins Tool following his role as Director of Interactive Production at 180LA, bringing a wealth of agency experience and understanding to the production side. At 180LA, Neff most recently spearheaded the interactive component of Pepsi’s soccer-themed project “Now is What You Make It,” which follows YouTube musician Stony as he embarks on a star athlete-studded walk through Rio de Janeiro’s lively streets. Fans can explore alternate story lines, discover additional aspects of the athletes’ involvement, and unlock a series of original interactive moments including one involving U.S. soccer player Clint Dempsey.
Previously, Neff worked on HP’s award-winning interactive YouTube experience “2Days Beat” featuring producer Clams Casino, Sony’s Google Earth-enabled, Facebook-based $1 million digital treasure hunt which earned him a 2012 One Show Interactive Award, and a Facebook monster battle simulator for Sony via 180LA.
Dustin Callif, Tool’s managing partner, digital, described Neff as “an ideal person to help evolve and grow our digital capabilities.”
Tool is looking to build on last year’s success, which included winning an Emmy and receiving 14 Cannes Lions. Tool has recently launched several groundbreaking digital projects, including “Remote Control Tourist” for Tourism Victoria, the “First Love” campaign for PlayStation 4’s Gran Turismo 6, and Nissan’s “Passion Genome.”
