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Tool expands AI Content group with three key hires
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The creative production company now boasts 20+ AI experts across its hybrid production team, director roster, and creative automation teams.
World-renowned content production partner and creative technology company Tool continues to stake a claim as the industry leader in AI-powered production and storytelling, expanding its AI Content Group with three new hires.
Oden Roberts joins as Director of AI, VFX & Pipelines, Kelly Spencer arrives as Director of Partnerships & Creative Automation, and Ariel Klevecz joins as AI Pipeline Developer.
This brings Tool’s total team of dedicated AI experts to 20+, expanding the company’s ability to support brands and agencies in the use of generative AI to scale creative and improve the speed of productions and marketing practices.
“As commercial content production evolves, we’re committed to building the infrastructure and talent that will help us serve the needs of where the industry is going,” said Dustin Callif, President of Tool. “Oden, Ariel and Kelly are incredible additions to support Tool’s long-standing focus on combining craft, technology, and brand storytelling.”
Roberts brings a deep background in visual effects, creative technology, and scalable AI production systems. As Director of AI, VFX & Pipelines, he will pair his blend of expertise in traditional VFX and emerging AI tools to build next-generation AI-driven VFX pipelines that enhance creative output and efficiency across Tool’s commercial content work.
Thanks to the company’s AI Group, many of Tool’s directors have already leveraged AI in integrated commercial productions, including work for Mentos, BMW and Starburst, with several projects set to debut in the coming months.
“More brands, agencies and directors are realizing the creative doors that can be opened through the thoughtful integration of Gen AI, and Tool is uniquely positioned to help them take that first step,” said Michelle Towse, Managing Director, Content at Tool. “Our team of dedicated experts are an incredible resource for our roster, working closely with directors to seamlessly weave new tools into their productions to work faster, think bigger, and try new things.”
In the role of AI Pipeline Developer, Klevecz will support the company's growing TOOLKIT offering, which helps brand-side marketers develop AI-powered content systems that automate their marketing content pipelines for use cases such as product photography and animation. Since launching in January 2024, TOOLKIT has supported global brands like Under Armour and Chobani to integrate AI across the production lifecycle, providing clients with custom tools that usher in an evolved way for them to meet the growing demand for content at scale.
As Director of Partnerships and Creative Automation, Spencer will lead the growth of Tool’s creative automation practice. This will include collaboration with Tool’s team of automation developers, creatives and VFX to solve marketing content pain points with automated content solutions and system design.
Tool’s AI Group is actively collaborating with leading Fortune 500 brands and a variety of agencies to integrate generative AI and creative automation into live-action production, post-production, experiential and content at scale.
