
Digital Hollywood: The AI & Entertainment Summit
Tuesday, July 21st, 2026
2– 2:50 PM Eastern Time Zone
Session III: A Virtual Event
The Explosive Advertising Experience: AI + 3D + XR + Spatial
The advertising industry has always attracted the most visually ambitious creative minds — and today those minds have access to an arsenal of AI, 3D, XR and spatial tools that are producing work of genuine artistic achievement. Cityscapes become living canvases. Devices become portals. Platforms become immersive worlds that blur the line between advertisement and experience. The results are spectacular — and this session celebrates and examines them directly. We bring together the creative directors, technologists and brand strategists who are building the most visually extraordinary advertising experiences being produced anywhere in the world today. This is not a conversation about what's coming. It's a showcase of what's already here — vibrant, immersive and expanding in capability every single month.
Speakers:
Bill Newell, CEO, SparX Works Inc., Moderator
Paul Aaron, Co-Founder & CEO, Addition
Wilfred Driscoll, Co-Founder, Fitsū
Rachel Noonan, Co-Founder and Chief Strategy Officer, Forward Studio
Peter Pinfold,
Co-founder, Darabase
Paul Aaron. Founder, Active Theory. Addition, a research and development company focused on the intersection of AI and creativity. Addition works with brands and agencies like The New York Times, Unilever and Droga5 to develop data-driven insights, content and experiences using Generative models. They were they were the most awarded AI agency of Cannes Lions 25 with seven. Prior to founding Addition, Paul spent 15-years in the Ad Industry as a Digital Executive Producer, Digital Strategy Director, Agency Partner, and Founder. During his career, he’s been at the forefront of technology innovation in advertising and marketing, winning a half-dozen Webby-Awards, along with being recognized 3x for Cannes Digital Agency of the Year, and Agency of the Decade by Ad Age.
Rachel Noonan, Co-Founder and Chief Strategy Officer, Forward Studio: Rachel Noonan has 15 years of experience at the intersection of technology, entertainment, and innovation. With a Master of Design in Strategic Foresight and Innovation, she has been recognized for her work in plotting and realizing feasible futures! Rachel has led marketing, communication, and strategy teams across film, music, and technology sectors. She excels in collaborating with teams to help evolve existing user experiences and test new ways of working in entirely new categories. In addition, Rachel has collaborated with renowned multinational organizations such as Samsung, Microsoft, and Universal to create immersive physical and mixed-reality brand experiences that resonate with diverse audiences. Passionate about responsible and sustainable design, Rachel is dedicated to leveraging the power of story and design to shape the future of both physical and digital worlds.
Peter Pinfold is Co-founder and Chief Growth Officer of Darabase, the company building the rights-backed infrastructure for smartglasses-enabled outdoor media and spatial advertising. With a background spanning entrepreneurship, real estate, and emerging technology, Peter is focused on helping media companies, brands, and property owners navigate the intersection of AI, augmented reality, and the next generation of digital experiences.
Wilfred Driscoll is a Los Angeles-based human technology entrepreneur, platform architect and advisor specializing in human capture and CG simulations for cloth and natural phenomena across physical AI industries, film, fashion PDP, and immersive experiences. Will is co-founder of FitsÅ« , a fashion technology company with a novel approach to solving accurate fitting and flow to greatly reduce return rates. Previously, he was CEO and co-founder of Wild Capture, leader in dynamic 3D/4D media and animated characters for media production pipelines. A Syracuse University graduate, Will has spent 20+ years developing technology solutions for digitizing the real world. His credits include advising A$AP Rocky’s ‘Helicopter’ Music video / Moncler AWGE dynamic video, Francis Ford Coppola's 'Megalopolis', Paris Fashion Week's Lily Gatins ‘Form’, Lumiere award-winning 'Enter the Tomb: Tutankhamun', Intel Studios' 4D RealView 'Wild West' demo at CES 2018, Björk's 'The Gate', as well as, visual effects for feature films and episodic. Will has also contributed to anthropometry and humanoid robotics research.
Bill Newell, CEO, SparX Works Inc.: As a founding partner of SparX Works Inc., Bill Newell brings more than 18 years of corporate and entrepreneurial experience to the company. Bill has been involved in production and multimedia from its early days and has had key roles in establishing many of the business processes that today are often taken for granted. Bill's areas of expertise include finance, technology, production, and operations. Bill's ability to increase productivity without sacrificing quality has been proven time and time again and is a key asset to the company. A longtime associate of his partner, Sarina Simon, Bill came to North South Studios from the Knowledge Kids Network where he served as Chief Operating Officer for five years. Bill co-founded the Knowledge Kids Network and was instrumental in defining its business objectives, operational processes, and company structure. His thorough planning and oversight launched the KidsEdge websites. This network of award-winning websites contained more than 250 games, thousands of articles, and had the capacity to support 3.5 million users. During his tenure at the Knowledge Kids Network, Bill also executive produced a 12 minute animated movie entitled, DotzWorld, which premiered on the AOL network and featured 25 original characters. Bill's insightful finance skills were invaluable to the company in its negotiations with AOL and other prominent partners. Prior to joining the Knowledge Kids Network, Bill was Vice President of Production for IXL Los Angeles, a NASDAQ listed Internet services company with more than $12 million in yearly revenue in the Los Angeles office alone. As VP of Production, Bill oversaw all aspects of production and provided sales support for IXL's west coast offices. Always prolific, he supervised and managed the design and implementation of over 100 projects including assignments for Polygram, Fox, Warner Brothers, NewsCorp, Baker and Taylor, Mazda, Kawasaki, Universal Studios, and Technicolor, among others. Making use of his extensive finance background, Bill brought financial discipline to his production team and productivity increased over 200% during his tenure at IXL. Before joining IXL, Bill was Vice President of Production for Digital Planet, an Internet services company that was later acquired by IXL. As VP of Production, Bill provided direct management of technical, production, and creative teams. He also oversaw all proposal submissions, bids, technical analyses, and creative treatments for media, technology, and consumer companies including Intel, Mattel, the US Postal Service, Disney Online and Allstate. Bill is also a veteran of the multimedia pioneering company, Philips Media, where he worked for four years as an Executive Producer, managing two in-house production groups. In this executive role, Bill directed a 35 member staff and produced six educational CD ROM products. He also directed the localization of numerous products for the Japanese, English, Swedish and American markets.
