PlayBrain founder, Mike Sheetal, brings more than 20 years experience in advertising and games. He first began his career in games in 1998 at Brilliant Digital Entertainment in Sydney, Australia. There, he ran the motion capture studio as in-house motion capture director for games, television commercials and even film.



After moving to Japan in 2002, Mike worked in television production before helping to establish the digital agency, Cybermedia, with clients such as Renault, Lufthansa and Allianz.



In 2007, Mike established his own agency, UltraSuperNew, and ran it as CEO for 9 years before selling it in early 2016. During that time, he helped establish Red Bull in the Japanese market, worked with MINI, Reebok, Heineken, Netflix, Supercell, Electronic Arts, Blizzard, and helped launch Clash of Clans and Hearthstone in Japan.



His latest venture, PlayBrain, focuses on the games industry with the mission to bring brand back to the communication.

Session

Wed, 27th Nov 13:50-14:40

[TB3] What We Should do in Order for Ads to not be Hated