Councils

XR Business Solutions is a Mexico-based creative technology studio focused on virtual production, real-time content, immersive experiences, live visuals, XR, game development, and media server workflows. We unite creative vision and technical execution for film, advertising, live events, and branded spaces, connecting global partners with talent and production capabilities across Norht & Latin America.

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Aron Altmark (he/him) is a lighting and media designer based in Santa Cruz, CA, and the founder of Visual Endeavors, a creative technology studio working across live events, installations, and interactive media. With a background in theatre and digital media from the California Institute of the Arts, Aron’s work explores the intersection of performance, technology, and audience engagement. He founded Visual Endeavors in 2014 as a solo touring practice and has since grown it into a multidisciplinary studio supporting concert touring, broadcast, and experiential projects, with a focus on interactive content and custom media server systems for real-time applications. From the Santa Cruz studio, Aron and the VE team continue to explore new forms of interactive work that blend motion, light, and audience participation. Outside of work, he can usually be found on two wheels exploring coastal roads or trails — or on the road with Pepper the studio dog.

Kerstin Hovland is a production designer and creative director working in the mediums of moving image, light, and space. Specializing in real-time visual systems, interactive media, and experiential design, she creates innovative projects that span live entertainment, virtual production, and immersive experiences. Her work has been featured at prominent venues and events worldwide, earning recognition for its seamless integration of art and cutting-edge technology.

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Molly Gray is a Content and Screens Producer specializing in live music events. She has contributed to the visual language of tours for Jay Z, Kenny Chesney, Twenty One Pilots, Bon Jovi, and Lil Wayne. Her media work has also been featured in high-profile events including the Super Bowl Halftime Show, the Grammys, Fortnite’s World Cup, and BlizzCon. Molly began her career at Lightborne before launching the content company Tantrum. A genuine fan of live music and performance, Molly is known for her hands-on style — immersing herself in the process, guiding creative teams, and keeping production running smoothly so artists can focus on what they do best: creating.

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Traylor Woodall is a lifelong storyteller, artist, musician, and experience creator. What began as a traditional graphic design background, expanded and evolved over his 30+ year career as motion graphics, film and interactive media were added to his creative palette. Fast forward to today, Traylor’s passion is enabling what he calls ‘bad math’ - empowering creative teams and clients to realize 1+1=3 levels of collaboration. Currently, he is the CEO of Fivestone Studios, an immersive multimedia agency that leverages design, media production, technology and storytelling to create wonder and drive human connection.

As a member of the leadership team at Normal Studio, Valeria Petit oversees the creative talent ecosystem and production pipelines behind world-class immersive experiences. Drawing on a career spanning VFX, multimedia direction, and technical leadership—including Cirque du Soleil's SEP7IMO DIA—she cultivates high-performing teams that transform bold ideas into unforgettable audience experiences.

Andy Hook is a recognised pioneer in broadcast technology and immersive media. As Innovation & Technology Director at d&b, he leads innovation across the audio and visual technologies shaping the future of how stories are produced and experienced. An entrepreneur with multiple exits, Andy has built and scaled businesses across the live technology ecosystem. At the forefront of emerging media, his work positions him as a trusted voice in the next wave of immersive technology innovation — and a future advisor for investors driving the next generation of live experiences.

New Member - Bio Coming Soon

New Member - Bio coming soon

Pod Bluman is founder and project director of London based entertainment technology and creative consultancy Bluman Associates

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Founder of Technical Business Development Consultancy, Neutral Human. Sarah’s career in the creative industry spans over 20 years. The last decade, Sarah has headed up international sales divisions at some of the industry’s leading technology companies, including disguise, Notch & Stage Precision. As well as being a board member of the Frame:work creative video community, Sarah can now be found supporting cutting edge technology and service companies through strategic business development and consultancy, Neutral Human, founded in 2022.