Dustin Callif

Dustin Callif



As President, Dustin leads the day-to-day management of Tool, an award-winning creative production partner for some of the world's most recognized brands, ad agencies, and entertainment studios. 

Through a mix of best-in-class live-action content, experiences, and creative technology executions, Tool helps brands conceptualize and produce creative marketing that stands out. A sought-after thought leader who specializes in the intersection of brand storytelling, creative technology, and commercial production, Dustin is at the forefront of developing advertising campaigns supercharged by Artificial Intelligence. He believes there is a game-changing opportunity to leverage AI to revolutionize the content production pipeline, and his work/speaking focuses on how marketing teams can leverage new technology to develop powerful creative tools that make the production process better and more efficient. 

Tool has been a leading voice in AI since 2016, having worked closely with brands such as Coke, Toyota, and New Balance to develop AI-powered campaigns that leverage NLP, Generative, Prompt Based, and Computer Vision technology. 

Throughout his career, Dustin has worked with many of the world’s most notable brands, including Amazon, Uber, Airbnb, Chobani, Facebook, Netflix, Google, Under Armour, Landrover, Intel, Starbucks, Nike, and others. His projects have been recognized with 1000+ awards, including two Emmys, a Cannes Lions Palme d'Or, and honors from the Webby Awards, AICP Next, the Clios, One Show, SXSW, Ciclope, FWA, Awwwards, MTV VMAs, AICP, OMMA, and Davey Awards. Dustin has spoken and judged at many of the advertising and marketing world’s largest conferences and awards shows, including the AICP Conference, SXSW, Collision, Ciclope, TV of Tomorrow, F5 Fest, Cannes Advertising Festival, NAB Conference, Seattle Interactive Conference, DMEXCO, and Digital Hollywood. He’s also a frequent contributor with Forbes on the subject of AI & advertising.