Have you ever thought why does the traditional advertisement never work anymore? And even further - is there a way to make it work again? In this incredible conversation with David Bassuk - the performance professor at the Purchase College in NYC, we investigate the world of transmedia, gameplay and immersiveness as the future of engaging with the audience before, during and after an event or service launch. Last but not least, we look into how theater and play has changed over time and deliberate about its future.