This morning, 3D skeptics and fans alike will gather at the TIFF Bell Lightbox in Toronto for the last day of Advertising Week presentations and a 3D screening event led by James Stewart, founder, director and producer at Geneva Films.

MiC caught up with the Stewart last yesterday afternoon at his Liberty Village office for a five-minute interview on how 3D is being integrated into the world of advertising and how long it will be before we can ditch those nerdy glasses.

Advertising Week is a week-long, four-city tour de force of all things advertising created by the Institute of Communications Agencies (ICA). All week, MiC is featuring ‘Five minutes, 5 things’ a video interview series inspired by the Japanese presentation technique ‘PechaKutcha,’ in which 20 slides are shown for 20 seconds each and the presentation is timed to match it.