The Digital Hollywood Experience

The Digital Hollywood Experience

PDF - 2016 May Agenda - Click Here



Brad Herman serves as the Head of DreamLab, an innovation center at DreamWorks Animation where they focus on leveraging new technologies to create mobile, immersive and interactive experiences. DreamLab combines cutting edge technology with the studio’s storytelling expertise to create unique, interactive branded experiences. Brad’s recent work includes DreamWorksVR, a virtual reality platform that lets users interact with DreamWorks Animation’s characters. His team also developed the technology behind DreamWorks DreamPlace, an interactive holiday adventure that starts with Shrek and ends with Santa, delivering a next generation holiday experience in select retail locations across the US.   Brad previously served as Crowds Supervisor on a number of DreamWorks Animation productions, including Turbo, Kung Fu Panda 2, Kung Fu Panda Holiday Special and Monsters vs. Aliens. He brings 16 years of experience in animation, visual effects and gaming, and has held various positions at Digital Domain prior to joining DreamWorks Animation.


Lewis Smithingham is a filmmaker who lives in New York City. He has gained international recognition for his early adoption of VR film production having shot a number of projects with Nokia’s OZO as well as work with Phantom, Jaunt and custom rigs.  He most recently was VR Supervisor and Editor for Doug Liman’s VR series Invisible which will be released later this year.   Prior to working in VR he worked as a bullet time technician and a concert tour videographer. He is a graduate of Werner Herzog's Rogue Film School. As a director, he is interested creating hybrid forms that meld experimental film, documentary and narrative cinema into a single form.


Lex Halaby, Director, Funny Or Die VR, Music Videos & Commericals: With over 10 years of experience in music videos, commercials, and short form content, director Lex Halaby creates evocative interactive experiences through a narrative lens. After pivoting into the interactive and VR space in 2012 his work has won worldwide acclaim at festivals such as Sundance, SXSW, and The Los Angeles Film Festival. Recent projects include an interactive music video for Microsoft, Funny or Die's first VR sketch comedy, a thirteen episode VR talk show, as well branded VR content for Budweiser, KCRW, Warner Brothers Pictures, and ABC Digital. You can see more of his work and follow his VR blog at


Anna Marie Piersimoni, Independent Digital Media Consultant: Anna Marie specializes in the creation and marketing of on-line content across a broad range of digital platforms. She supervised web content development for a companion website to the KCET program, “Your Turn To Care.” Formerly, as Director of Internet Communications for the American Film Institute in Los Angeles, she managed 8 web sites, including blogs, as well as online marketing campaigns, and was founding Director of AFI's Digital Content Lab, an acclaimed R&D program in interactive digital. She began her career as a writer/producer of video content and on-air promotions for ABC Entertainment, E! Entertainment, and KCET Television, among others.

Wednesday, May 4th, 2016

2:30 PM – 3:30 PM - The VR - AR - Immersive Track

Session I: The Guerin C, in Herscher Hall

The Language & Aesthetics of VR:  The Challenge of Creating TV-Movies, Advertising & Other Experiential Programming

David Rosenbaum, Director, Humble

Brad Herman, ‎Head of DreamLab, DreamWorks Animation

Lex Halaby, Director, Funny Or Die VR, Music Videos & Commericals

Lewis Smithingham, filmmaker & VR Supervisor and Editor, Doug Liman’s VR series Invisible

Tino Schaedler, Art Director, "Harry Potter," "V for Vendetta," "Real Steel"

Moderator - Anna Marie Piersimoni, Instructor, Department of Cinema and Television Arts, California State University, Northridge


David Rosenbaum is a director with Humble, known for his technical savvy and storytelling abilities using both live action and CG. He began his career as an art director and later creative director at Academy Award-winning digital production studio Digital Domain, working on features like “The Curious Case of Benjamin Button” and “Tron: Legacy,” and helming multi-award-winning commercials such as Nike “Biomorph.” Leveraging his experience in digital production, David recently teamed with Jaunt Studios’ president Cliff Plumer to create “The Recruit” for Samsung’s Gear VR headset, a groundbreaking short film that marks one of the first pieces of narrative VR content created in live action, stereoscopic 3D.