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  • NYU Data Future Lab 137 Varick Street, 2nd floor New York, NY (map)


Augmented reality, or AR, involves layering visual information on top of existing physical reality. Whether through mobile apps, head-mounted displays (HMDs); head-up displays (HUDs); retinal displays, or haptic sensors, AR provides experiences that are changing the way media is consumed and distributed. From the hit game ‘Pokemon Go’ to the forthcoming Magic Leap platform, the lure of AR involves geolocation information and real objects in a transformative way. Lower-cost hardware and the first holographic projection systems offer producers new ways to deliver advertising, viral stories, and special venue content.

The AR industry has evolved from Will Wright’s ‘The Sims’ to companies such as Blippar, which enables smartphones users to recognize images and layer content on top of objects, and Atheer, which delivers a mobile 3D platform.

This session will feature leading producers in the AR field, who will discuss the opportunities for creative technologists and production companies in AR.


Diego Florentin, vice president of business development, Squadability

Diego Florentin is the vice president of business development for New York- and Montevideo, Uruguay-based interactive agency Squadability. Diego has helped create some of the leading examples of AR in the marketing and advertising world, including the Harry Potter exhibit at Universal Studios; a Leap Motion application for Spanish bank BBVA, as well as AR work for Coca-Cola and others. He has led large teams on projects for global clients including American Express, Conde Nast, Globant, Technicolor, and others.


Ted Iannuzzi, creative technologist, Ixonos

Ted Iannuzzi is a creative technologist with Ixonos, leading the development of new digital design experiences for clients including HP, Viking Cruises, and Al Jazeera, among others. Ted has been part of a wide range of visual creation tools, including the industry’s first do-it-yourself (DIY) app-creation tool, Magmito; Cycore’s Cult3D and CultEffects, and virtual reality, stereoscopic imagery and robotics from Digital Image FX, for clients that included the likes of Warner Bros., Microsoft and Gibson. Ted is a board member of the Toronto Business Development Centre, an independent, non-profit, non-government organization dedicated to nurturing the growth of new and emerging businesses.


Pietari Päivänen, Futurefly

Pietari Päivänen is the founder and CEO of Futurefly, the San Francisco- and Helsinki-based studio that has launched Rawr Messenger, an avatar-powered messaging app. He was previously the vice president of sales and marketing at Nordic Telecom. Pietari’s diverse experience in marketing includes stints in scent marketing (Ideair); medical point of care (Modz), and Muslim lifestyle marketing (Muxlim). He began his career in the ICT sector, with Crew Media Finland.

Ariff Quli, chief commercial officer, Blippar

Ariff Quli is the chief commercial officer of Blippar, the world’s leading visual browser, harnessing augmented reality and image-recognition technology to bring the physical world to life through smartphones, tablets and wearables. Blippar enables brands, publishers and agencies – including Condé Nast, TIME Inc., Procter&Gamble, Kraft, Nestlé, Heinz, Coca-Cola, Anheuser Busch, L'Oréal, Universal Pictures and Jaguar - to use their products, packaging, newspapers, magazines, and merchandising to activate interactive digital content, which users unlock by 'looking' at it through the app. Ariff was previously the President, Americas, for Vibrant Media. Prior to this, he held executive positions in the publishing world, with CNET Networks and InfoWorld.


Chris Pfaff; PGA New Media Council East

A former board delegate of the PGA New Media Council from 2006-2013; former PGA New Media Council vice chairman, and former PGA Board of Directors delegate, Chris was one of the founders of the  PGA New Media Council member in 2003-2004. He leads a consultancy – Chris Pfaff Tech/Media LLC – that represents some of the leading service providers, audio/video technology firms, networking vendors, and media companies in the world. A veteran of the start-up world, Chris helped launch more than 20 ventures from the Lucent New Ventures Group, including iBiquity Digital; Flarion; Lucent Digital Video, and GeoVideo Networks, among others. In addition, he has helped launch AT&T’s Internet strategy; the Viacom New Media division of Viacom, Inc.; Sony Electronics’ Digital Betacam format, and Sharp Electronics’ LCD product division, among others.

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