McDonald Predelus is the VP Creative Director of Web3 at VMLY&R COMMERCE. As a pioneer of the Web3 space, McDonald draws on his experiential expertise to ensure agency brands enter this new world with knowledge and understanding of its culture and communities. McDonald leads the VMLY&R COMMERCE co:lab with Charlie Wade, Global Executive Director of Growth & Innovation, where they aim to create relevant + impactful ideas in the Web3 space that are at the intersection of culture + commerce. Prior to VMLY&R COMMERCE, McDonald has spearheaded award-winning activations for American Express, McDonald’s, Verizon, AT&T and Nike. In 2011 he founded Ghostskate, a community-based skate organization based in New York, Chicago, and now also the Web3 space. It is currently the largest skate meetup group in the United States. McDonald created and led work that has resulted in several awards such as National ADDY, HOW Design. He has also been featured in well-respected industry publications such as Creativity-Online & AdAge. In this new role, McDonald will hyper-boost the agency's creative commitment to innovation in this new commerce space.