Tool Appoints Tyler Cohen Creative Director, Experience

Creative production partner Tool announces the appointment of Tyler Cohen as creative director, experience. In his role, Tyler will work with the company’s managing director, experience, Adam Baskin, on a variety of projects, blending immersive experiences with cutting-edge technologies.

“We’ve been on the hunt for a creative unicorn, and we found him. Tyler’s skilled in creative strategy, creative tech, art direction, 3D design and experiential. He’s consistently been at the forefront of developing innovative advertising campaigns and will play a huge role at Tool as we continue to push creative opportunities that leverage AI, AR and experiential. We’re excited about how a mind like Tyler’s will push us and our clients,” said Dustin Callif, president of Tool.  

Prior to Tool, Tyler spent time at Gigantik and Bleacher Reporter, creating cutting-edge experiences for brands like the NBA, NFL, UFC, CNN, Shopify, YouTube, American Airlines and more. During that time, he played a key role in designing the first P2E blockchain game available on the Apple App Store and pioneered the first-of-its-kind floating basketball court - an experiential activation he introduced for NBA All-Star Weekend in 2020.

Constantly exploring new frontiers, Tyler’s innovative creative work has generated buzz wherever he goes, including a nod from Ad Age's for creating the #1 metaverse activation of 2022 and generating over one million dollars in sales in under 24 hours for an NFT he created for Bleacher Report featuring 2Chainz, Quavo, Jack Harlow and Lil' Baby.

I was unequivocally drawn to the unbridled innovation at Tool, a creative production powerhouse where a brilliant team operates at the intersection of immersive experiences and innovative tech." said Tyler. "I'm thrilled to lead the creative effort and help shape the overall vision. I’m particularly excited about supercharging our experiential offerings for brand partners, crafting bespoke pipelines powered by Artificial Intelligence and Augmented Reality. The potential is inspiring.

Tyler recently launched his first project with Tool, an AR experience for Pizza Hut X Teenage Mutant Ninja Turtles that gamifies the delivery experience. It can be viewed here.