Tool Hires Dustin Callif To Run Its Newly Formed Digital Division
Tool of North America recently hired industry veteran Dustin Callif as head of digital content for their newly formed Digital division, significantly strengthening the company's online and interactive services. Callif will lead 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 brings 10+ years of digital marketing experience and an undeniable passion for the interactive space to Tool's operations. He 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).
"As we continue to grow the Tool brand by expanding our digital business, we want to find the best people out there," noted Tool EP, Jennifer Siegel. "Dustin has been turning out some of the best stuff around for the past decade, and we're excited to add his considerable diverse strengths to our team."
"Tool is looking to do something special and I feel privileged to be a part of it," stated Callif. "There's a tremendous opportunity to significantly evolve live-action interactive content, and I don't think there's a better place for me to contribute my talents than Tool."
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.
About Tool:
Tool of North America is known for its mastery of "very, very short films, with blatant product placement." The aptly-named production company serves as an implement, enabling directors to discover-and then endlessly rediscover-what they do best. Tool's talented roster and knack for delivering laugh-out-loud comedy and arresting visual style engenders advertising's top honors. Well-established in the integrated media arena, Tool serves as a resource for agencies, collaborating with creatives to develop compelling content.
Tool's directors hail from diverse disciplines, including still photography, Academy Award-winning cinematography, documentary filmmaking, British TV comedy, and top agency creative posts. This diverse pool allows Tool to approach every project with a spirit of handcrafted excellence.
