Mike Woods founded the Digital Department and, in 2014, launched the VR Studio—a dedicated content studio for virtual reality technologies—at Framestore. In June 2015, he cofounded a new virtual reality company called White Rabbit, whose first ambitious offering is due in April 2016. With creative and technical knowledge of all things gaming, social, and experiential, Woods has become a pioneer of new techniques. In particular, he has innovated real-time animation and virtual reality technologies, which he successfully utilized in campaigns for Coca-Cola, Geico, and Beats by Dre. Including the groundbreaking HBO Game of Thrones Oculus Rift exhibit, launch apps for the Samsung Gear VR, the Teleporter for Marriott Hotels, a virtual tour of the Endurance spaceship from Christopher Nolan’s Interstellar, and two groundbreaking Marvel Comics applications, Woods’s VR projects continue to deliver thick and fast. In 2013, he had the unique honor of being part of AdvertisingAge’s “Creativity 50,” alongside Jay Z and Daft Punk.