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Friday Forum

Friday, April 1
11 a.m. - Noon


Eric Cruz

Executive Creative Director  / DDB San Francisco 

Topic: ARCHITECTING WORLDS BEYOND BELIEF: Virtual Worlds. Events. Immersive Experiences.

2020 marked a paradigm shift in how we lived, navigated and “experienced” the world. Covid 19 forced us into “digital spaces” to play, collaborate, connect, create, learn, transact and build communities. This “forced evolution” changed how we make, shape, feel and experience the world, liberating us from the physical into the virtual and a “hybrid” somewhere in between. In its wake, storytelling, gaming, the digital, social, and virtual worlds all collided and merged into a fluid, more immersive internet experience. As we transition into Web 3, how will life be in MetaVerse? CASE STUDIES Nike ZDY : Believe In More Nike Shanghai Never Done Shop Warner Bros. The Joker’s Escape Miller Lite : MetaLite Bar


Eric Cruz is Co-Executive Creative Director of DDB San Francisco. A Filipino-American globalist, +cruz is a creative leader, designer, and educator - a "creative hybrid" with 23+ years of global industry experience, exploring Digital Storytelling, Design, Innovation and Experience.

He has worked with forward-thinking brands including Nike, Jordan, Converse, Apple, Airbnb, Google, Meta, Playstation and currently oversees Aura, iShares, Survey Monkey, Energy Upgrade California, Tumblr, and NBA2K. Recently, he helped bring to life DC Fandome, creating a Metaverse Gaming Experience for WB Games, and collaborated with Facebook Reality Labs to define the product experience for FB x Ray Ban’s new Smart Glasses.

Prior to DDB, Eric was ECD at Sid Lee USA & Digital Kitchen, AKQA Shanghai, and Leo Burnett Malaysia. Wieden+Kennedy is where he grew up and learned how not to do advertising, spending 11+ years in its Portland, Tokyo and London studios. He co-founded and ran W+K Tokyo Lab, W+K’s experimental outlet and music label.

His work has been recognized by the Tokyo ADC, Cannes Lions, ADC NY, One Show, D&AD, Spikes, AdFest, AdStars, The Webbys, The FWA, CSS Design Awards and Japan Media Arts Festival.

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