As the founder of Framestore’s Digital Department, Mike Woods has been propelling its digital capabilities forward for the last ten years. Working out of London and New York, he helped transform the fledgling department into one of the most creative and nimble in the industry, channeling Framestore’s twenty-plus years of TV and film knowledge into quality and innovative content for interactive use. With creative and technical knowledge of all things gaming, social, Web, and experiential, Woods has become a pioneer of new techniques, particularly real-time animation and virtual reality, techniques he used in successful campaigns for Coca-Cola, Geico, Penguin, and Beats by Dre. In spring 2014, Woods launched Framestore’s VR Studio, a dedicated game engine content studio for virtual reality. Some of its groundbreaking projects include the Game of Thrones Oculus Rift exhibit, launch apps for the Samsung GearVR, “The Teleporter” for Marriott Hotels, a tour of the Endurance spaceship from Christopher Nolan’s film Interstellar, and two groundbreaking Marvel applications. In June 2015, Woods left Framestore and cofounded a new virtual reality company called White Rabbit. Its first ambitious offering is due in February 2016.