Click on the Video Below and Sample a Session from a previous Digital Hollywood event. For Additional Video Sessions, Click Here Digital Hollywood, May 4-7, 2009 Tuesday, May 5th 3:50 PM - 5:00 PM Track I: Entertaining Advertising vs. Entertainment Advertising Glenn Sanders, Creative Director, The Viral Factory US Erik Enberg, Senior Copywriter, Goodby, Silverstein & Partners Graham Daniels, Creative director, Addictive TV Anthony Nelson, Executive Integrated Producer - Crispin Porter + Bogusky Gordon Paddison, Principal, Stradella Road, Moderator Graham Daniels is Creative Director and one performing half of UK based Addictive TV. Described as "light years beyond the gallery realm of masters like Bill Viola" by US magazine XLR8R, Addictive TV are known for their cutting-edge audio/video remixes and dynamic live shows, which have seen them twice voted number #1 audiovisual act in the World in DJ Magazine's poll and twice placed second. Performing internationally, they've wowed crowds at both film and music festivals alike. Over the past five years Daniels and his team have been been developing new creative approaches to making viral trailers and commercials by sampling and remixing video into audiovisual 'tracks', applying techniques similar to audio sampling in the music world, but using linked pictures and sound samples from film and back catalogue content to create extremely dynamic new work. In 2006, Addictive TV became the first artists to officially remix a Hollywood movie, creating the award winning web viral for New Line Cinema, remixing the Antonio Banderas film Take The Lead for its promo campaign. They've since gone on to remix Snakes on a Plane and Shoot 'Em Up for New Line, Iron Man for Paramount Pictures, Max Payne for 20th Century Fox and this year remixed Slumdog Millionaire for international distributors Pathe and Fast & Furious for Universal. Their work has been praised by creative innovators like Grandmaster Flash, Moby, Jeff Mills, Peter Greenaway and the former Kraftwerk frontman Karl Bartos. In 2008 they remixed the Beijing Olympics live for television, as part of a IOC sanctioned EU project exploring new forms of broadcasting. As well as virals for Hollywood, they've also created bespoke remix work for Adidas, Oracle, Roland, BMW and Bosch amongst many others and produced programming for UK broadcasters including Channel 4 and ITV1. Graham lives in London when he's not on the road or in the studio and doesn't have time for outside interests, although he'd quite like to have some! Glenn Sanders is US Creative Director of The Viral Factory, a digital marketing and media company. TVF’s groundbreaking campaigns for Samsung, Trojan, Deisel, Paramount Pictures, Remington, Axe, Sony PlayStation, and many more, have earned numerous awards and accolades, and achieved over a billion views worldwide. Sanders has overseen viral efforts for Google, Sony Computer Entertainment, and Qualcomm, and is developing marketing campaigns and original content for several film companies and a major broadcast network. He has worked on numerous viral campaigns, including the launch of the PS3, the “Giantology” alternate reality game, a web-based reality series for the videogame “SOCOM,” and an epic viral video in which 50 "live action role players" waged a fake war dressed as Greek Gods. Previously, Sanders was Associate Creative Director and Copywriter at Tequila\LA (the interactive wing of TBWA\Chiat\Day), where he worked on everything from banner ads to microsites, blogs, viral videos, minigames, screensavers, a 3D “augmented reality” kiosk, and the world’s first (and possibly only) virtual cat. Prior to Tequila, Sanders was a freelance marketing writer, a journalist for print and online publications, a TV game show writer, and even developed a feature film screenplay with an Oscar-winning producer. Sanders is a graduate of NYU's filmmaking program, and holds a Master of Arts in English Literature from Northwestern University. Erik Enberg, Senior Copywriter, Goodby, Silverstein & Partners: Erik Enberg was born amid the wilds of Alaska and spent the next thirty years roaming America in search of civilization. Finding none, he moved to London, where he spent his formative years as a Creative at Mother. There he created memorable work for Orange, Zoo Magazine, Discovery Channel and Coca-Cola before being deported to Goodby, Silverstein & Partners, where he is now a Senior Copywriter. Erik's work has been featured in numerous awards shows and annuals. He also contributed to Amnesty International's Secret Policeman's Ball, which received a BAFTA nomination in 2007. Prior to entering advertising Erik was a stand-up comedian, performing for scores of drunk, angry truckers who found him completely unfunny. Gordon Paddison is the founder and principal of Stradella Road, a global marketing company that delivers integrated solutions to reach consumers and influencers worldwide. Previously, Gordon managed integrated marketing across all five of New Line Cinema's business divisions. He has launched and managed over 200 global entertainment campaigns with award-winning, industry-first digital entertainment initiatives. Gordon was credited by director Peter Jackson as one of the key executives in marketing The Lord Of the Rings Trilogy. Acclaimed as the interactive marketing pioneer for the entertainment industry, he was named one of Variety’s “Digital Dozen” of 12 individuals who will shape a new wired Hollywood and was awarded the first Variety “Integrated Marketer of the Year Award.” Paddison is the co-author of Internet Marketing: Building Advantage in a Networked Economy (second edition – April 2003, McGraw-Hill/Irwin). Over 200 universities adopted the textbook globally. Gordon served many years as a member of the Time Warner Research Council, The Board of Governors of the Producers Guild of America and the digital peer group of The American Television Academy of Arts and Sciences. Anthony Nelson, Executive Integrated Producer, Crispin Porter + Bogusky: Anthony found his calling in a panel van in Los Angeles, starting out in the mean world of local Hispanic car ads as a Production Assistant some nineteen odd years ago to pay for college and his musical exploits. He traversed his way thru Theatre, Music Video, Television, Film, Photography, and Commercial Production in Los Angeles, San Francisco, and New York, eventually getting a call from CP+B in 2006 to join the ranks as a Producer in the Video Department. He’s been fortunate to be able to work in some aspect on nearly every account at the agency since arriving. He currently heads up Microsoft production, but that doesn’t stop him from producing for other clients such as Burger King, VW, and most recently, the agency’s first work for Guitar Hero. He was drawn to CP+B for the sheer exuberance of the people who constantly want to push the limits of what’s commonly known as advertising in utilizing all aspects of media. Culture truly is more than a 30 second spot. In his nearly 3 years at the agency, he’s seen a man ski barefoot down a 60 foot grill, been to Greenland, and blown up a house.