The Digital Hollywood Experience

"The Conference that Defines the Future of the Industry"


Thursday, March 3rd, 2016

12:30 PM - 1:45 PM

Session A: Grand Ballroom (4th Floor)

Advertising and Brands in VR-AR-360 Video – from Mobile & Immersive to Out-of-Home, Retail & Experiential

Michael Todd Cohen, VP/Director Digitas Studios

Lana LoRusso, Associate Publisher & VP Sales, Entertainment Weekly

Layne Braunstein, ‎Executive Creative Director & Founder, Fake Love

Richard Cummings, President, Two Goats (Immersive for Absolut, Diageo, SAP, Foot Locker, Playstation, MTV)

Mike Rubenstein, VP, Broadcast Production, Integrated Operations, Hill Holliday

Barry Frey, President and CEO, Digital Place Based Advertising Association

Mike Rubenstein, VP, Broadcast Production, Integrated Operations, Hill Holliday:  The so-called “divide” between “Digital” and “Traditional” advertising is nonexistent here at Hill Holliday. Primarily because of people like Mike, who provide the vital connective tissue between departments, specialties and technologies. Leveraging his expertise as an art director, producer, and studio manager, Mike applies a holistic approach to projects in the integrated space, working closely with

multidisciplinary teammates to ensure that their core concepts are supported by the right expertise to yield cross-platform optimization.


Michael Todd Cohen, VP/Director Digitas Studios: Michael (aka MTC) specializes in branded content and strategy, working across clients Pitney Bowes and NBC streaming service “Seeso”. Through his work on the Digitas Studios team, MTC has overseen content programs with multiple publishers and production resources including The Wall Street Journal, The Atlantic, Vox and ESPN. Previously, MTC managed branded content for CNN Headline News (HLN). He’s passionate about storytelling and adept at discovering the essence of a brand to fuel innovative communication.

twitter: @mtoddcohen


Lana LoRusso was named Vice President, Sales of Entertainment Weekly and in May 2015. As VP, Sales, LoRusso is responsible for sales revenue across all platforms of the Entertainment Weekly brand in the U.S. With more than 15 years of experience in advertising, marketing and brand management, LoRusso has a proven track record of creatively driving market share, revenue and profit.  She has been effective at recruiting high-performance talent and leading change in established and entrepreneurial companies. Prior to being named VP, Sales, LoRusso served as Associate Director of Publishing for two years. Before moving to Entertainment Weekly and, LoRusso served as Associate Publisher, Sales at Health and from 2011 - 2013, where she built and maintained a high performance team of 10 integrated sellers and three sales planning/support people across the country and grew brand revenue by 110%. She created and sold new multi-platform sponsorships, including Wanderlust in the City and Cooking Light and Health’s Fit Foodie, as well as increased social partnerships across Pinterest, Map My Fitness, Facebook, Twitter and Instagram.  She was also employed at Time Inc. from 2005 – 2010 at PEOPLE and, as Account Manager and Advertising Manager. From 2010 – 2011, LoRusso was Associate Publisher, Sales at Shape and She lead a staff of 10 integrated sellers, a national digital director and two sales planning/support people across the company. Under her leadership, the team grew digital revenue by 150% and increased web traffic to one million unique visitors from the previous record of 600,000. LoRusso has also worked at House & Garden, Parents Magazine, Ladies’ Home Journal, Country and Living Gardener and has advertising experience at N.W Ayer/DMB&B and Young & Rubicam. LoRusso received a Bachelor of Arts degree from Fairfield University and resides in Long Island with her husband and their two daughters.


Layne Braunstein, ‎Executive Creative Director & Founder, Fake Love: Layne is an award-winning designer known for his focus on experimental motion design and post-digital storytelling. As co-founder and Head of Creative at Fake Love, Layne leads the conceptual creative practice. He helps to set the vision and tone for clients, defining a platform and overseeing all the cross-media execution. At Fake Love, Layne has curated a world class team of creatives that include designers, technologists, fine artists and collaborators. He is focused on maintaining a practice that can inspire new thinking and bring future forward concepting to each brand challenge. This is at the heart of how Fake Love continues to innovate. Layne has led groundbreaking global campaigns for brands such as Google, Levis, Microsoft, Virgin, Amex, M·A·C, Air Force, Marc Jacobs, Bacardi, Lexus, Coke, MTV, Samsung, Heineken, Universal, Acura, VICE, The New York Times, and Nike. Prior to Fake Love, Layne was a freelance CD for design houses, agencies, networks and AAA game companies throughout NYC and ATL. For much of his career Layne led GUI & Prototype design for global brands like GE, Cox, Yahoo, & AT&T. Layne’s company Fake Love is the recent recipient of 7 Cannes Lions, including a Cannes Lion Grand Prix; as well as a Golden Pencil One Show award. He has also received three Promax|BDA awards, a Boston Ad Club’s Rosoff award, been nominated for Best of Show SXSW Interactive, holds an AIGA SEED Award, and has numerous Cannes Lions Shortlists. He is frequently featured in zines like Wired, IDN, NYT, Comm. Arts, WSJ, Creators Project, Fast Co., Creativity, PSFK and Adweek. Layne has spoken about the future of experiential design at places like the Cannes Lions International Festival  of Creativity, Hyper Island, Future of Storytelling, CreateTech at M.I.T., SHOOT Directors Forum, Event Marketing Summit, NYU, Re:Design, Columbia and the award winning Design Matters.


Richard Cumming is owner and President of Two Goats Creative Partnership, New York, London, Bejing (and growing) - a creative collective specializing in brand design and unique experiences. Using creative and modern strategy with developing technologies, we tell meaningful stories that help brands connect with their customers in new and exciting ways. One of those technologies, as if we don't know already, is Virtual Reality. What makes us different is we are a true collective - uniquely specializing in VR with some of the most brilliant minds and visionaries in the VR Space. Currently, Two Goats has produced over 35+ VR films for international clients - the results have been stunning. Clients include Samsung, Thomas Cook, Audi, Land Rover, Visit London, BBC, Lexus, Absolut. While VR technology continues to expand globally, this Daniel Craig doppleganger always keeps the creative humble and expansive in simple messaging. VR will have a long reaching impact for marketers across many sectors in Travel and Tourism. "'The now is happening, what we are going to do with it, is where Two Goats comes in".


Barry Frey, President & CEO, Digital Place Based Advertising Association: Mr. Frey joined the Digital Place Based Advertising Association (DPAA) as President & Chief Executive Officer in May 2013. The DPAA provides industry leadership to networks, technology, content and research companies, and connects the ecosystem to the advertising marketplace. Barry oversees all operations driving awareness, value and revenue to this fast growing space. During Mr. Frey's tenure, he has expanded the organization's membership base while bringing the entire digital place based (DPB) industry to its highest level of recognition in large part through his creation of the “Video Everywhere” marketing campaign. This initiative has helped position DPB networks as important players in the video advertising market seen by brands, agencies, the press and financial analysts. The Video Everywhere campaign is also reflected in the DPAA's annual conference, now called the Video Everywhere Summit. Under Mr. Frey's leadership, the Summit has shattered all previous attendance records while firmly establishing itself as the premier conference dedicated to video neutral media planning, activation and marketer’s use of multi-screen strategies.  Before joining DPAA, Mr. Frey was widely recognized as a digital and advanced advertising leader and revenue generator.  As architect, marketer and chief revenue officer for Cablevision's digital and advanced advertising business, he oversaw the ad sales transition to the digital model. As Executive V.P. Advanced Platform Sales, he built the mobile and web advertising businesses, and the industry’s leading advanced TV operation, all driving creation of new revenue streams.  As Senior Advisor for the Investment Bank, Sonenshine Partners, Mr. Frey worked with clients in the television, digital and advertising categories, building successful growth strategies for Active Video Networks, Microsoft XBOX, The Weather Company, Vme Hispanic Network and others. Earlier, as Managing Director International Sales and Business Development, USA Networks, Mr. Frey created some of the first multimedia advertiser agreements in U.S. advertising. In his international role, Mr. Frey built and oversaw the global sales and marketing infrastructure for the networks.  As Senior Vice President Media for the National Basketball Association, Mr. Frey drove TV, print, radio, Internet businesses and marketing partnerships while reporting to NBA Commissioner David Stern.