Tool announced the addition of executive producer Christopher Neff to its digital team. Neff will help oversee Tool’s digital productions and will play a key role in Tool’s growth.
“Chris brings a passion for digital production that is a perfect fit for what we’re looking to accomplish,” said managing partner, digital Dustin Callif. “He is an ideal person to help evolve and grow our digital capabilities.”
Neff joins Tool following his role as director of interactive production at 180LA, bringing a wealth of agency experience. 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 interactive YouTube experience “2Days Beat” – 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.
Tool has recently launched several 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.”