Alvaro Velilla is the Senior Vice President of New Business at Universal Music Group (UMG), where he leads innovative strategies to bridge the worlds of music, gaming, and emerging technologies. With over two decades of experience at the intersection of music, technology, and brand innovation, Alvaro has been instrumental in shaping how UMG’s artists, ranging from global superstars like Elton John and Nicki Minaj to emerging talents, engage with fans in immersive digital environments.

Alvaro’s vision is rooted in expanding beyond traditional licensing models to create dynamic, interactive experiences that bring artists closer to their audiences. From launching groundbreaking projects like Beat Galaxy, a Roblox-powered music hub, to spearheading UMG’s collaborations with platforms like Roblox, Fortnite, and Rec Room, he is redefining how music is integrated into gaming. 

Arturo Perez is a creative visionary with a passion for blending storytelling, design, and technology to craft unforgettable brand experiences. As a multidisciplinary creative director, he brings over a decade of expertise in experiential design, immersive marketing, and interactive content. Arturo has led award-winning campaigns that fuse physical and digital worlds, helping brands connect authentically with audiences across gaming, entertainment, and emerging platforms.

Known for his ability to balance bold creative vision with practical execution, Arturo has worked with global brands and startups alike, creating experiences that feel less like ads and more like culture. From large-scale brand activations in Fortnite and Roblox to innovative projects in AR, VR, and Web3, Arturo’s work pushes boundaries while respecting the integrity of the worlds he builds within.

Bruna Soares is the Director of Global Brand Partnerships at Ubisoft, where she leads strategic collaborations that connect iconic gaming franchises with global brands. With over 12 years at Ubisoft, Bruna’s journey started in Latin America, working in trade marketing when physical game sales dominated the market. Her experience spans major brand activations for titles like Assassin’s Creed, Just Dance, and The Crew, forging partnerships with companies such as Coca-Cola, MAC Cosmetics, and Red Bull.

Bruna is known for her player-first approach, ensuring that any brand integration respects the game’s world and enhances player immersion—whether it's a limited-edition Red Bull Leap of Faith experience or cultural collaborations with global icons like AC Milan. Her work champions authentic, culturally relevant partnerships that enhance both gameplay and real-world engagement. 

Gianna Valintina is the Global Head of Strategic Partnerships at Spatial, where she is shaping the future of immersive platforms by bridging the gap between brands, developers, and consumers. 

With a background in experiential production—having built large-scale brand activations for giants like Nike, iHeartRadio, and the NFL—Gianna brings a unique understanding of how physical and virtual worlds intersect. Her work at Spatial has been instrumental in helping brands like Walmart, Vogue, and Hugo Boss translate their stories into immersive, interactive experiences that drive real consumer engagement. 

Gianna is a passionate advocate for pushing the boundaries of 3D storytelling and commerce, championing a model where brands not only show up in gaming spaces but create memorable, narrative-driven worlds that resonate with Gen Z, Millennials, and beyond.  

Harry Bienenstock is the Head of Growth at Voldex, one of the largest and fastest-growing studios in the Roblox ecosystem. With a background in performance marketing across the gaming industry, Harry leads growth strategy, marketing, analytics, and brand partnerships for Voldex’s extensive game portfolio—including

Brookhaven, Driving Empire, and NFL Universe.

Harry is known for his strategic insight into game acquisitions, helping Voldex identify high-potential games, scale them through live ops, and integrate authentic brand partnerships like NASCAR inside Driving Empire. He’s a champion of authenticity in immersive gaming, emphasizing player-first experiences, long-term value, and the power of UGC economies. Under his leadership, Voldex has emerged as a powerhouse shaping the future of branded activations inside Roblox.

Justin Breton is a marketing executive renowned for pioneering immersive commerce and digital innovation at Walmart. As the Head of Brand Marketing Innovation, he leads initiatives that bridge emerging technologies with consumer engagement, targeting younger demographics through platforms like Roblox, Zepeto, and Spatial. His notable projects include Walmart Discovered and Walmart Realm, which integrate virtual experiences with real-world commerce, allowing users to explore and purchase products in immersive digital environments. 

Before joining Walmart, Breton held strategic roles at Squarespace and Foursquare, focusing on partnerships and integrated campaigns. His innovative approach has earned him accolades such as Ad Age's 40 Under 40 and Business Insider's Rising Stars of Brand Marketing. 

Laurie Keith is at the forefront of immersive marketing for social good. As Vice President of Emerging Media & Technology at The Ad Council, Laurie is pioneering how legacy organizations engage with new platforms, driving public service campaigns into the worlds where young audiences live, play, and create.

In Brands In Play Episode 8, Laurie shares the behind-the-scenes of the Love Your Mind campaign on Roblox, an innovative activation blending mental health messaging with gaming. From building interactive obstacle courses that teach mindfulness and resilience, to integrating partnerships with brands like ELF Beauty, Walmart, and Pacsun, Laurie explains how they created an experience that goes beyond passive awareness. It’s a case study in how marketing for good can thrive when paired with UGC platforms, community creators, and a deep respect for the audience.

Manon Cardiel is a leading expert in digital innovation and marketing strategy, currently serving as Global Digital Marketing Lead for L’Oréal’s Consumer Products Division. With a sharp focus on consumer behavior, emerging technologies, and brand storytelling, she’s at the forefront of helping global brands like L’Oréal, Maybelline, and NYX navigate the intersection of beauty, gaming, and immersive experiences.

Manon has played a pivotal role in pioneering digital campaigns that bridge physical and virtual worlds, such as integrating AR experiences and collaborating with platforms like Roblox and Snap. Her expertise lies in identifying trends early, crafting engaging brand activations, and guiding teams to create impactful, future-focused strategies.

A passionate advocate for inclusivity and meaningful consumer connections, Manon’s work empowers brands to reach new audiences in innovative ways. 

Pete Bastien is a lifelong gamer turned marketing powerhouse. As the Global Gaming & Esports Lead at Wavemaker, Pete brings a deep understanding of gaming culture to one of the world’s largest media networks. His career spans from working on iconic consumer brands at General Mills to spearheading gaming partnerships at Twitch, and now guiding global brands into gaming ecosystems at Wavemaker.

What sets Pete apart is his conviction: gaming isn’t a niche anymore; it’s the culture. He’s been there since the start, pushing brands to think beyond ads and create meaningful, authentic experiences inside games. From guiding DoorDash’s massive Fortnite activation with Twitch to integrating non-endemic brands like L’Oreal into EA Sports FC, Pete helps brands unlock new audiences and build real connections within gaming worlds.

For Pete, it’s not just about campaigns, it’s about persistence, relevance, and a genuine love for the culture.

In this special milestone episode of Brands In Play, we sit down with Phil Holbrook and Stu Royall, creative directors at BBH London, to unpack the wild ride that was the Mentos Fizooka campaign on Fortnite. From dodging customs issues to sending five-foot real-life Fizookas across 30 countries, this campaign redefined "refreshing" for a new generation of gamers.

Phil and Stu share how they took a classic science experiment—the Coke and Mentos reaction—and reimagined it as an anti-build launcher inside Fortnite, transforming a simple brand stunt into a global, multi-platform activation. We discuss the importance of brand-safe integration, their collaboration with MetaVision, the role of user-generated mods across Roblox and GTA, and how to build authentic connections with gaming communities.

Sam Rappaport is the Vice President of Interactive Media at Legendary Entertainment, where he spearheads the studio’s efforts to bring its iconic franchises—like Godzilla and Kong—into interactive and gaming worlds. With a background in storytelling and a passion for immersive technology, Sam bridges the gap between Hollywood’s cinematic universes and gaming’s creative playgrounds.

At Legendary, Sam leads collaborations with major platforms like Fortnite and Roblox, driving innovative activations that expand fan experiences beyond the screen. His work is reshaping how audiences engage with beloved characters and narratives in dynamic, digital spaces.

Tom Emrich is a visionary at the forefront of augmented reality, wearable tech, and spatial computing. With over 15 years of experience spanning journalism, investing, and product leadership, Tom has become a trusted voice in the immersive technology space. He's been featured in CNN, BBC, Forbes, The New York Times, and now joins Brands In Play to share insights from his new book, The Next Dimension: The Definitive Guide to Using Augmented Reality for Business Growth.

In this episode, Tom outlines why AR isn’t just a novelty—it’s a critical tool for marketers, brands, and agencies to build deeper connections with their audiences. He shares real-world examples of AR campaigns that empower consumers to become part of a brand’s world, from Snapchat lenses that turn fans into characters from blockbuster movies, to immersive portals that place users on stage at the Super Bowl halftime show.