Apple's Gaming Guru Graeme Devine Ready To Create The Next Generation of Advertising For Multi-Touch Devices

Tool of North America has added iPad and videogame guru Graeme Devine to its roster as an interactive director. He most recently ran Apple's iOS gaming division and is widely recognized as one of the top videogame creators of all time - Graeme will lead in the creation of the next generation of interactive stories and games for multi-touch/tablet projects within the advertising industry, specifically on the iPad and iPad 2, supported by Tool's in-house digital team.

During his time at Apple, Devine channeled his decades of design experience to optimize the iPhone and iPad as videogame platforms. His credits also include the recent Clandestiny game for Mac OSX. He was lead designer and writer for the Microsoft's epic Halo Wars, and lead designer and programmer on Quake 3. He is also widely known for his industry changing contributions to the use of CD-ROM games with best-sellers The 7th Guest and The 11th Hour.

"After our Touching Stories iPad app was so well received last year, we put a special emphasis on growing Tool's presence in the multi-touch/tablet market," noted Tool EP Digital Dustin Callif. "When Graeme left Apple and recently formed GRL Games, we moved quickly to sign him, as he is essentially the one-man force behind the emergence of the iPad and iPhone as premium gaming interfaces. He's ready to push the boundaries of interactive games/stories for multi-touch/tablet devices, and he's a perfect match with Tool because we can bring the production support, while helping Graeme find appropriate advertising projects."

"My time at Apple was invaluable, but ultimately, my passion for making games and experiences led me to GRL," noted Graeme. "When Tool approached me, something clicked; I had the opportunity to have partners that really understood the interactive entertainment market and could open the door to unique opportunities that I wouldn't have elsewhere."

A former Chairperson of the IGDA board, Devine has spoken at the Game Developers Conference and Game Jam. IGN acknowledged him as one of the top 100 game creators of all time. In 2010, IndustryGamers placed Devine on its Top 10 Persons of the Year list for his impact at Apple and on the videogame industry as a whole.

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About Tool:

Bicoastal Tool of North America is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny... visually engaging... and/or interactive, Tool's diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.