30 April 2025 | Bike Shed, Los Angeles
Speakers
Named by the New York Times as "America’s foremost visual chronicler of the plutocracy”, Lauren Greenfield is an award-winning photographer (Fast Forward, Girl Culture, Thin, Generation Wealth) and acclaimed director (Thin, The Queen of Versailles, Generation Wealth, The Kingmaker). In Jan 2026, she received two Cinema Eye Honors for her Emmy-nominated FX series, Social Studies. Her viral spot #LikeAGirl was named by AdAge as the Best Super Bowl Ad of All Time.
In 2019, she founded the commercial production company, Institute, with her producing partner, Frank Evers. A Harvard graduate, she has received and been nominated for top awards in all of her disciplines (photography, documentary, commercials, and fine art) and has been profiled in The New York Times, The New Yorker, The Times, and other leading publications around the world.
Photographer Stine Heilmann
Ariel Abramovici and Bruno Acanfora are executive creative directors of GUT, a global, independent and creative ad agency founded in 2018.
After ten years in the United States, Ariel Abramovici and Bruno Acanfora both joined GUT’s Los Angeles office in 2021. The pair had begun their advertising career almost 20 years ago, when they received their first brief – for the World Cup and they continued to produce memorable campaigns for leading brands like Coca-Cola, Apple, Nike, Gatorade, Disney+, NBA and DIRECTV.
Amy Charlotte Kean is a bestselling author, poet, creative sociologist, public speaker, diversity activist, futurist, cult leader, experimenter and rampant people pleaser. Hey, it works.
She’s also founder of Six Things Impossible, a creativity and culture company. If you need fresh ideas, creative experimentation, brand prominence and a recharged company culture that lets imaginations flourish… Six Things Impossible is the only place you should go. I’m not even joking.
Keith started directing video projects while he was still in high school in Chicago. He grew up with deck-to-deck editing controllers, which he tells people is sort of like “scratching or spinning records.” His work then and now is a visual kaleidoscope. He bends his on-camera effects as far as he can, resulting in an understated comedic edge that keeps the audience in on the joke. This is especially true in his highly awarded music video for Duck Sauce, “Mesmerize.”
Over the years Keith has become a major player in the commercial world. In 2012, he directed a Super Bowl teaser for Volkswagen called “The Bark Side,” which featured 12 dogs barking the Star Wars anthem. The spot went viral and garnered over 10 million views in 10 days on YouTube and even earned him an Emmy Nomination. Schofield’s works have been described by Anthem Magazine as “sensations that regale viewers with a joyous vitality” and by Wired as incorporating “visual gags worthy of Chuck Jones” and over the years Keith has won many awards including Cannes Lions, MVPA, MTV VMA, One Show, Clios.
To date Keith has shot campaigns for major clients including the Emmy Awards, Mountain Dew, Skoda, Dr Pepper, KSWISS, Nintendo, Samsung, Captain Morgan, KFC, Huggies, Barclay’s and FritoLay to name a few.
Born in Brussels, Belgium in 1974, Michael Sagol sadly lost his father when he was only six years old. But he grew up knowing two things about him: that he was funny and that he loved the movies.
After moving to the States with his mom and his sister in the 80s, Michael knew he was never going to have a future in comedy. But he shared his dad’s passion for movies, and attended Emerson College to pursue acting. He achieved a Bachelor of Fine Arts in theater and moved out to Los Angeles – where he quickly learned he wasn’t funny or good looking enough to make it as an actor.
Instead, he stumbled into the world of production, working through the early 2000s on music video and commercial sets and even doing a brief stint as Steven Seagal’s assistant. Ask him about that experience some time!
In 2002, he opened his first production company, Atomik Pictures, servicing international commercials in the US. Shortly thereafter, he met fellow Belgian Bert Hamelinck, and their friend and partnership led to what Caviar is today.
For the past twenty years, Michael has Executive Produced thousands of commercials, hundreds of music videos and a handful of films and television shows. In that time, Caviar has grown into an Academy Award winning company with scores of Emmys, Lions and film festival wins to boot.
Michael spends most of his time today still trying to be funny and still madly in love with filmmaking and storytelling, while avoiding social media at all costs. He lives in Ojai with his two daughters, Lucia (who wants to be a director ! Lord help us all) and Stella, who sings her heart out every chance she gets.
Jessica Entner is the Vice President of Creative Sync Strategy at Warner Chappell Music, where she helps brands harness the power of song and sound to build lasting identity and cultural relevance. With more than 20 years in music production, supervision, and sonic branding, she has worked with award winning creative teams and guided global campaigns from concept through execution. She brings a deep understanding of both the creative and commercial sides of music, translating that experience into strategic opportunities across Warner Chappell’s global catalog and songwriter ecosystem.
Aurélien Rubod is a French-American composer and creative technologist. Following a formative period in London’s advertising scene, notably at The Reel, he relocated to Los Angeles in 2016 and built his career crafting music and sound for some of the world's most recognisable brands and filmmakers, from NASA and Nike to Morgan Neville and Yorgos Lanthimos. Today, he is the Co-Founder of Bleue, an award-winning agency working at the intersection of sound and brand strategy.
Allison Hironaka is an entertainment executive with over a decade of experience across film and television. She currently manages the Film & TV arm of Caviar LA, an Academy Award-winning production company known for successful projects like Sound of Metal, War Pony, and Bad Sisters. Committed to supporting the vision of artists and nurturing talent creating projects from 60 seconds to six hours, Caviar began in 2005 as a commercials outfit and has evolved into producing boundary-pushing scripted and unscripted film & TV projects, as well as world-class commercials.
Allison produced several upcoming projects for Caviar, including Love Language from writer-director Joey Power, and Zach Woods’ The Accompanist, starring Susan Sarandon, Everly Carganilla, and Aubrey Plaza. She is also an executive producer for Jody Hill’s thriller Famous.
Allison began her entertainment career in the mailroom at Paradigm Talent Agency, where she became an agent trainee in the Motion Picture Talent group. She joined Creative Artists Agency in 2014 and spent nine years in the Media Finance group focused on film financing and sales, client company creation, and operations. During her tenure, Allison worked on precedent-setting deals for films with budgets ranging from <500k to over $100M.
A native of North Carolina, Jody attended the North Carolina School of the Arts, where he connected with Ben Best and Danny McBride. Years after graduation, the three reconnected to make THE FOOT FIST WAY, Hill’s debut feature, budgeted with family mortgages and credit cards. It premiered at the 2006 Sundance Film Festival and caught the attention of Will Ferrell and Adam McKay, who championed the film’s release through their production company Gary Sanchez Productions.
Jody’s second film OBSERVE AND REPORT, which he wrote and directed, starring Seth Rogan, Ray Liotta, Michael Pena and Anna Faris was released in 2009. He’s probably best known as the co-creator of HBO’s EASTBOUND AND DOWN, starring Danny McBride as Kenny Powers. Most recently, Jody directed episodes of Season 1 and 2 of THE RIGHTEOUS GEMSTONES and is the Co-Creator of VICE PRINCIPLES with Danny McBride.
Jody has enjoyed great success as a commercial director since joining Caviar in 2008. In 2025, Jody’s narrative campaign for SUPERCELL starring Chris Hemsworth, Ken Jeong, Christina Ricci, Will Arent, and Auli’i Cravalho won A Gold and A Grand Prix at The Kinsale Shark Wards. He directed Toyota’s SWAGGER WAGGON campaign, which received over 9 million hits on YouTube, and has won numerous awards, including a Gold Addy. Jody has also created two rounds of spots for KSWISS, in which Kenny Powers stars as the MFCEO of the company which has been collecting numerous awards – most notably Best in Show at the 2012 One Club Interactive Awards. In 2011, Jody was named as one of the Top 50 Innovative People to Watch by Creativity Online.
Jody’s TOYOTA Campaign with the Muppets and Terry Crews aired at the 2014 Superbowl. Most recently Jody has shot campaigns for Sonic, Jordan, AutoDesk, DirectTV, Gatorade, TD Ameritrade and Dodge Dart’s ‘Don’t Touch My Dart’ campaign starring Jake Johnson and Craig Robinson.
As President, Dustin leads the strategy and day-to-day management of Tool, an award-winning creative production partner for the world's most recognized brands. He’s at the forefront of developing advertising campaigns and content systems supercharged by Artificial Intelligence, and believes there is a game-changing opportunity to revolutionize the content production pipeline, scale, and craft.
Katie and Brian have been a creative duo for over 12 years, and in that time have convinced dozens of coworkers they are actually cousins. They’re not.
Together they’ve delivered a Skittles Super Bowl commercial starring Elijah Wood to someone’s front door, reunited Arnold Schwarzenegger and Danny DeVito to win the Ad Meter for State Farm, and helped launch a global rebrand for Ronald McDonald House built around the unifying mantra “Family Stays.”
They try to make work that doesn’t just win awards, but escapes the ad industry entirely—showing up in culture, in headlines, and occasionally in long comment threads on their parents’ Facebook pages.
Katie and Brian have been a creative duo for over 12 years, and in that time have convinced dozens of coworkers they are actually cousins. They’re not.
Together they’ve delivered a Skittles Super Bowl commercial starring Elijah Wood to someone’s front door, reunited Arnold Schwarzenegger and Danny DeVito to win the Ad Meter for State Farm, and helped launch a global rebrand for Ronald McDonald House built around the unifying mantra “Family Stays.”
They try to make work that doesn’t just win awards, but escapes the ad industry entirely—showing up in culture, in headlines, and occasionally in long comment threads on their parents’ Facebook pages.
Erica Kung is the Head of Production and Creative Operations at Squarespace. Here, she oversees the production of all brand creative, from Super Bowl campaigns to evergreen social content to beautiful website templates inspired by iconic global Creatives. Prior to Squarespace, Erica spent two decades on the agency side, acting as co-Managing Director of Stink Studios and producing for Mullen and The Barbarian Group. She believes the success of any creative team begins with a strong production and operations foundation, and will always be happy to start a dance party with you.
Amanda Azoroh is a strategic creative leader with more than two decades of experience shaping culturally defining campaigns and building high-impact brand platforms at global scale. She is known for translating cultural insight into measurable business growth, aligning creative ambition with operational precision to drive both brand equity and revenue performance.
Throughout her career, Azoroh has led award-winning work across traditional and emerging media for global brands including Skittles, Gatorade, and DIRECTV. Her leadership spans creative strategy, large-scale production oversight, organizational design, and revenue transformation; consistently building systems that elevate teams, unlock growth, and future-proof organizations.
A recipient of her alma mater’s President’s Diversity Award, Azoroh began her career producing large-scale community initiatives before expanding into entrepreneurship and strategic advisory. Today, she partners with brands, municipalities, and emerging companies to architect culture-forward strategies, develop talent pipelines, and create meaningful impact at scale.
Grounded in conviction and guided by bold vision, Azoroh brings clarity, authority, and cultural fluency to every room she enters.
Orlee Tatarka is the Head of Production at Wieden+Kennedy Portland, where she leads the office’s multidisciplinary production capabilities, making work for clients such as Nike, Lilly, Old Spice, Jordan Brand, and Allstate, among others. As both a producer and a leader, she combines unique vision with grace under pressure and is happiest when she is solving problems.
Orlee was previously the director of integrated production and a senior partner at Carmichael Lynch where she led work ranging from multi-million dollar brand campaigns to smaller budget work focused on creating multiple pieces of versatile content and, increasingly, things that have never been made before.
Orlee is a boomerang employee at Wieden+Kennedy, having spent 9 years at W+K New York before moving to Carmichael. Over the course of her career, Orlee has produced iconic work for brands including Netflix, DoorDash, Ford, Bud Light, Sprite, ESPN, Spotify and Southern Comfort.
Dave Rolfe has been a leader in the production industry for over twenty years, with roots as an independent producer in the Pacific Northwest in the 90's, onward to lead production for three top-tier global creative agencies, globally at Facebook and its Global Business Marketing group, and now WPP Production’s Global Head of Production.
Rolfe began his marketing-side career in '99 with Crispin Porter + Bogusky, becoming the agency's production lead by '03. Rolfe was a key figure in CP+B's breakthrough creative and innovation work, helping it earn "Agency of the Decade" in 2010.
Rolfe then joined BBDO NY in 2012 to lead production and help maintain its global creative prominence, expanding its abilities in agility, cross-medium and technology work.
Dave also ran production at DDB Chicago for a short period, in '06-07, where he helped launch the before-its-time branded network, bud.tv.
In '04, Rolfe conceived a production system called Integrated Production, purposed to evolve from broadcast-centric production practices. Featuring both generalist and specialist production culture, technology-at-center, in-house making and prototyping and distinctive collaboration methods, Integrated Production became the global industry-standard.
While at BBDO, CP+B, Facebook and WPP agencies, Rolfe won numerous industry awards and multiple Cannes Lions’ Grand Prix, Titanium & Gold lions for brands such as AT&T, Facebook, Verizon, Burger King, GE, Mars, Bacardi, Lowe’s, Fed Ex, Microsoft, Anheuser-Bush, Domino's, Pepsi, VW, Ikea, Coke, MINI, as well as Monica Lewinsky cyber bullying effort and Sandy Hook Promise.
Dave has served on numerous juries, including the ‘24 Chair on the Film Craft Jury at Clios, the Moving Image Craft jury for The One Show and the Immortal Awards lead jury. Dave has served on the Cannes Lions Festival twice including the inaugural Entertainment jury in 2016. He’s also been a speaker at Cannes on several occasions, as well as other global media, production and marketing forums.
In his present role, Dave is responsible for executing production strategies and partnerships to elevate creative and making excellence across WPP, its agencies and clients. Core functions are attracting and nurturing the best production talent across the network, innovative creative partnerships and developing platformed solutions for clients.
Dave and his wife Tiffany Rolfe live in NYC, with their two children, Myla and Hammy.
Award-winning journalist T.L. Stanley is a lifelong newshound, former senior editor at Adweek and current columnist for Muse by Clios, writing about brand marketing and innovation, consumer behavior, pop culture, media and creativity. Her work has appeared in the L.A. Times, Mashable, The Hollywood Reporter and AdAge, while her new Substack chronicles her fitness trainer side hustle. She’s a frequent speaker and moderator on industry panels across food and beverage, cannabis and cocktails, wellness, trends and advertising.
09:00am
Registration | Coffee | Pastries & Fruit
09:45am
Welcome
Danny Edwards & Jamie Madge, Co-Editors, shots
09:50am
Airheads: When did everybody become so stupid?
Amy Kean, CEO & Creative Director, Good Shout
Airheads: When did everybody become so stupid?
With deep fakes plaguing the internet, staged social content going viral, and ridiculous political rhetoric’s being accepted, technology has placed an illusionary layer over reality, and when AI is replacing the mouths of millions, where are all the real voices?
This session will investigate why it’s so easy to dupe the general population, what factors drive what we do and don’t believe, and what the rise of fake content means for creativity.
And finally, for some, is a fake world more appealing than the real one?
10:20am
From spots to features: How commercial vision can evolve into cinematic scope
Michael Sagol, EP & Managing Director, Caviar; Allison Hironaka, Head of Film & TV, Caviar; Jody Hill, Writer & Director; Keith Schofield, Writer & Director; Moderator: Danny Edwards, shots
From spots to features: How commercial vision can evolve into cinematic scope
In this session Caviar US EP & Managing Director Michael Sagol and Caviar Head of Film & TV Allison Hironaka are joined by acclaimed directors Jody Hill and Keith Schofield to unpack the creative, strategic, and business realities of transitioning from commercial work to long-form storytelling.
The panel will discuss the intricacies of what it really takes to make the leap to features, and for a production company to back that move.
The panel will explore the following:
- How the discipline, efficiency, and visual precision honed in advertising, can translate into powerful feature filmmaking
- The creative evolution required to move from 30-second storytelling to sustained narrative arcs
- The internal and external challenges of green lighting a feature with a director best known for commercials
- Navigating industry perception, representation, and financing when shifting lanes
- How directors can balance commercial careers while developing and delivering long-form projects
This session goes beyond inspiration, offering insight into risk, timing, relationships, and what it takes for a director to expand their creative footprint from brand storytelling to the big screen.
11:00am
Designing brand DNA: The strategic power of sound
Aurélien Rubod, Partner, BLEUE; Jessica Entner, VP, Creative Sync Strategy, Warner Chappell Music
Designing brand DNA: The strategic power of Sound
We obsess over logos, colour palettes, and brand consistency at every touchpoint. Yet, sound, the sensory trigger most directly linked to emotional memory and purchase intent, gets only half a day in post.
Jessica Entner, VP of Warner Chappell Music and Aurélien Rubod, Partner at Bleue.tv are making the case for sonic identity as a core strategic tool, backed by neuroscience, measurable impact, and some of the most iconic sound decisions in modern branding.
11:20am
Coffee break
11:45am
The Ad of God: Turning cultural moments into creative advantage
Ari Abramovici CCO, GUT LA; Bruno Acanfora, CCO, GUT LA
The Ad of God: Turning cultural moments into creative advantage
As LA prepares to host the World Cup, GUT LA CCOs Ari Abramovici and Bruno Acanfora ask, does the world’s biggest tournament offer marketers and advertisers a global storytelling engine and will many choose to play it safe on the creative battlefield.
Drawing on real campaign thinking, timely insights, and the experience of working on 3 previous World Cups, this session offers a practical and inspiring look at how brands can show up meaningfully by doing things differently in the moments where the world is watching.
Abramovici and Acanfora will explore how bold storytelling, sharp craft, and cultural timing, can turn fleeting sports moments, into universal narratives, including:
- Sports as storytelling: Why the World Cup functions as a shared cultural narrative and how brands can tap into real emotion, identity, and fandom.
- Sports & advertising craft: How execution, timing, and creative ambition elevate sports advertising from sponsorship to storytelling.
- AI & the future of sports marketing: How AI can enable smarter, faster counterattacks by scaling ideas and craft without replacing the human insight that makes work resonate.
- What it was like to shoot five times with Lionel Messi.
12:10pm
Heads of Production AMA
Clockwise from top left: Orlee Tatarka, Head of Production, W+K Portland; Dave Rolfe, Global Head of Production, WPP; Erica Kung, Head of Creative Production & Operations, Squarespace; David Connell, Worldwide Head of Content, Creative Production, & Talent, Amazon.
Moderator: Terry Stanley, Freelance journalist
Heads of Production AMA
This session see’s heads of production from top agencies and in-house production leads, discuss key challenges shaping the industry.
From evolving working practices and potential pitfalls, to the growing impact of emerging technologies on the role of production. The panel will debate the not insignificant transformation the industry is currently undergoing, and the channels through which creative and production flows.
A substantial portion of this session will be dedicated to a Q&A, giving the audience the opportunity to get those big questions answered.
1:10pm
Lunch
Catch up with colleagues, friends and other delegates over lunch, courtesy of the Bike Shed’s kitchen – as part of your day pass.
2:10pm
How Miro used AI to resuscitate a brand campaign from the cutting room floor
Dustin Callif, President, Tool
How Miro used AI to resuscitate a brand campaign from the cutting room floor
What happens when a brand campaign ends up on the cutting room floor? For Miro and Tool, it became an opportunity to experiment in AI-powered production.
In this session, Tool reveals how a shelved brand campaign was reimagined and rebuilt using AI-driven content creation. The talk explores how traditional filmmaking workflows translate into emerging AI production processes—and how producers, directors and agencies can start treating AI as a practical creative tool rather than a mysterious black box.
From selling the idea internally to navigating the realities of AI production, attendees will hear the full story behind the project and the creative and business impact it delivered for Miro. Along the way, the session cuts through the hype to unpack what AI-generated content can actually do for brands today.
2:30pm
Skittles and Super Bowl: How to stuntvertise with style
Katie Bero, Group Creative Director, TBWA\Chiat\Day Chicago; Brian Culp, Group Creative Director, TBWA\Chiat\Day Chicago; Amanda Azoroh, Senior Producer, Omnicom Productions.
Moderator- Jamie Madge, shots
Skittles and Super Bowl: How to stuntvertise with style
How do you pull off a high-wire, high-stakes idea in real time during the biggest ad moment on the planet?
In this session, the agency and production company behind Skittles’ Super Bowl live spot unpack their perspectives, the craft and nerve it takes to make it happen. We’ll also dive into Skittles’ long-running playbook of going off-piste and what brands can learn about creating work that cuts through.
3:10pm
Deconstructing the matrix
Lauren Greenfield, Award-winning photographer, filmmaker, documentarian & Founder of Institute Pictures
Deconstructing the Matrix
In this session Greenfield will discuss how a singular artistic voice is built and sustained across decades of cultural change. From her early work at Harvard, where an anthropological eye first shaped her practice, to the award-winning films, photographs, and global campaigns that cemented her international reputation, Greenfield traces how artists return to the same essential questions while constantly reinventing form, medium, and distribution.
Known for her incisive explorations of gender, consumerism, and the American Dream, she connects the rigor of long-term documentary work, to the cultural force of projects like the acclaimed 2015 “#LikeAGirl” Super Bowl commercial and her recent LEGO Education film, in which children define the rules for engaging AI.
Looking ahead to her forthcoming monograph The Queen of Versailles: An American Allegory and a major multi-platform exhibition at Fotografiska Berlin, Greenfield offers a rare, candid blueprint for creators: how to stay fearless, maintain clarity of vision, and build the long creative through-line that defines an enduring artistic voice.
3:50pm
Close
Join the team for happy hour drinks at the Bike Shed bar, courtesy of XR Extreme Reach
