Live entertainment and brand experience agency Superfly has brought on former A_DA co-founder and CEO Steve Milton as its new chief innovation officer. In addition, Inessah Selditz, formerly ecd at A_DA, was brought in as the agency’s new executive creative director.
Superfly also launched its new Experience Lab, designed to foster creativity, drive technological advancements and explore the realm of sensory experiences within creative industries.
Milton’s A_DA was founded in 2020 and partnered with visionaries and brands in the culture, arts and social impact space to build multi-sensory experiences for clients including Microsoft, Meta and Paramount.
In the newly created role of chief innovation officer, Milton will drive the adoption of new technology and approaches across Superfly’s portfolio of business. Milton will lead the new Experience Lab, which actively collaborates with external partners, including startups, academic institutions and industry experts to offer meaningful and transformative solutions that enhance products, services and experiences by combining the elements of culture, technology, and sensory exploration.
“Superfly has been a pioneer in festivals, monetized experiences and culturally rich events that have and continue to shape culture over the past 25 years” said Milton in a statement. “I’m looking forward to working with the team to develop new and innovative cultural experiences for the next generation of fans.”
Selditz joins Superfly’s executive team and will work with president and general manager of Superfly’s agency business, Richard Black. She will be responsible for establishing the creative vision for Superfly’s client experiences.
Selditz has worked across a diverse mix of client projects covering multiple industries such as retail, hospitality, entertainment, technology, media, healthcare, real estate and cultural institutions, at A_DA, Huge, Rockwell Group and Hearst.
“I’m incredibly excited for the opportunity to tell immersive stories that connect brands, communities and fandoms,” said Selditz in a statement. “We have a remarkable group of talented people and I am eager to get started building the future of how people connect through play.”
Milton and Selditz will be based in the New York headquarters.
“Steve and Inessah have a wealth of knowledge and experience melding emerging creative technology and design within immersive storytelling,” said Rich Goodstone, co-founder, Superfly in a statement. “We can’t wait to see the impact they will bring to our work as we continue to expand the business offerings for our brand partners and our own original experiences.”