Philip Lelyveld runs the VR/AR Initiative at the USC Entertainment Technology Center, a center within the USC School of Cinematic Arts. Phil also consults on emerging opportunities and product strategies for companies in the entertainment, consumer electronics, and related spaces. The VR/AR Initiative studies the creative, technical, and business issues that will shape this new, emerging art form. He recently brought communities of hands-on practitioners together to discuss and document the current states of ‘the emerging language of VR storytelling,’ ‘live VR production workflow,’ and ‘the business of VR.’ Prior to the VR/AR Initiative he oversaw the Next Gen Display (‘UHD TV Plus’) Project and managed the Consumer 3D Experience Lab at the USC ETC. The Lab researched stereoscopic 3D in the home, on personal devices, in public spaces, in advertising, and in theaters. Prior to joining USC, Phil spent 10 years within Disney’s corporate New Technology and New Media group coordinating major entertainment technology initiatives.