Every year, fans gather in Indio, Calif., to witness some of their favorite musicians and discover new ones. Like any live event, there is a lot of planning involved, especially for the big brand activations that attendees will witness through both weekends of the festival. This year, a new poster entered the lineup, except her stage was in the metaverse. Creative production company Tool partnered with Virtue Worldwide on a Coke Studio activation to bring an immersive experience with digital pop star Yameii on Coachella’s first-ever 360° virtual stage.

Tool is a creative production company that bridges the gap between agency and production company expertise. Founded in 1995, the company has helped its partners think outside the box in content production and experiential, creative and cultural strategy, and creative technologies.

In this episode of Young Influentials, Adweek digital editor and host Colin Daniels sits down with Dustin Callif, president of Tool, to discuss what all goes into bringing an immersive experience to life and his favorite moments from Coachella this year.