Digital Domain president Ed Ulbrich.

At the 2009 Boards Summit, Digital Domain president Ed Ulbrich was a busy man. First, he unveiled the inaugural board of the Association of Independent Commercial Producers' new digital arm, AICP Digital, an industry body dedicated to establishing standards and practices for digital production. Then he gave a talk about the role content prototyping plays in getting feature film and commercials green lit.

Prior to the creation of AICP Digital, the AICP initiated discussion about digital production standards and practices with its AICP NEXT Committee. "We realized in NEXT that we can't address the issues of 'next' without addressing the issues of 'now'," he said.

Ulbrich also gave a talk entitled "Technology in the service of creativity" in which he outlined the development process behind The Curious Case of Benjamin Button and presented teaser footage from Disney's forthcoming Tron sequel.

For more insight into AICP Digital and the role technology plays in developing creative ideas, Boards' Christine Clarke sat down with Ed Ulbrich for a chat.