Transforming ambitious visions into landmark experiences.
From World
Expos to future cities, I deliver the technically unprecedented at global scale.
Selected clients from large scale projects I’ve contributed to, delivered with Immersive International and partner studios.
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Let's TalkExperience the journey through immersive storytelling and creative innovation.
Defining projects I have helped shape at the frontier of experiential design, delivered with Immersive International and partner teams.
Co-led artistic, creative, and creative technology direction for the largest pavilion at Expo 2020 Dubai, designed by Foster + Partners and delivered with Immersive International. Transformed a six month World Expo showcase into a permanent cultural landmark, delivering immersive experiences across 150 screens and holographic displays to over 7 million visitors.
Africa's first mist projected holographic show. Spanning 6,500 square metres across Victoria Falls' natural mist, this Guinness World Record attempt transforms one of the Seven Wonders into a living canvas for conservation storytelling, developed with Immersive International and regional partners.
Defining experiential frameworks for The Line's cultural districts. Embedded for 3+ years as a creative lead with Immersive International, developing entertainment strategies for NEOM's future city and helping shape how 9 million residents will experience culture in a 170 km linear metropolis.
Leading narrative and AI enhanced creative systems as part of Immersive International's creative leadership team for the UK's first content driven pavilion. A 20 minute immersive journey that rethinks how nations present innovation, celebrating British creativity through cutting edge experiential design.
Co created with Steven Spielberg, Foster + Partners, and Immersive International. A pioneering 360 degree shared experience at Comcast HQ, demonstrating how mass audiences can experience VR together without individual headsets.
Contributing experiential strategy with Immersive International to the 1 billion dollar transformation of the world's second most visited museum. Reimagining how 20+ galleries engage visitors through immersive storytelling and interactive technology.
Innovation milestones across continents and industries, created in collaboration with Immersive International and partner studios.
The world's first holographic car race at BMW Welt auditorium in Munich.
Live on-stage race featuring BMW i8 Roadster against holographic iVision Dynamics.
Hologram theatre show blending immersive design with live performance in China.
Spatial audio and animated content across 7 screens for the new golf league launch.
Transforming shopping into artistic encounter with experiential interaction design.
Oil-painting aesthetic visuals and 3D character animations for Asia's biggest star.
Immersive installation with Foster + Partners and Steven Spielberg at Comcast HQ.
"Waterfalls Never End" – Africa's first mist-projected hologram show spanning Victoria Falls in 2024.
Interactive mirror room touring UK festivals with generative timelines and 360° photo moments.
Cape Town NYE 2014: 3D mapping on City Hall for 100,000 people, celebrating design and honouring Mandela.
Immersive holographic racing experience combining cutting-edge projection technology with interactive gaming elements.
I turn ambitious ideas into real world experiences.
With 25 years at the forefront of immersive entertainment, I have led concept to completion delivery on major cultural, governmental, and brand initiatives. From early live shows to world expos, I turn complexity into clarity, guiding international teams to deliver experiences that move people and shift what feels possible.
As an Executive Art Director and Chief Creative Technologist serving global clients from my base in South Africa, I translate abstract ideas into immersive, resonant journeys by combining creative direction, experience design, and advanced media systems. I solve creative problems with precision and technical challenges with imagination.
I build and lead international teams by aligning diverse creative and technical minds, from spatial designers and animators to AI developers and media engineers, under a clear shared vision. Every project is designed to resonate, to simplify complexity, and to leave a lasting legacy.
Most of the large scale projects featured here were created in collaboration with Immersive International, where I serve as Executive Art Director, and are shown to reflect my personal role in those studio led collaborations.
"His visionary approach to immersive media, narrative design, and large-scale experience production made a significant impact on the project's success and on Expo 2020's broader creative legacy."
Erik van der Schaft CEO Artainment & Director, Mobility Pavilion at Expo 2020 Dubai
"He brings proven capability in experience-led planning, large-scale content and media delivery, and collaborative execution that aligns with national cultural ambitions."
Conor Roche Director of Culture & Entertainment, NEOM
Media coverage and industry recognition for collaborative projects delivered with Immersive International and partner teams.
World-first projection show larger than a football pitch, spanning 6,500 square metres across the mist between Zambia and Zimbabwe. A Guinness World Record attempt for the largest projection onto a natural water canvas, towering above both Big Ben and the Statue of Liberty.
The UK's first story-led pavilion showcases spatial storytelling and immersive experiences that redefine national representation at world expos.
Sustainable, reusable modular structure featuring parametric design and dynamic lighting that showcases British innovation and creativity on the world stage.
Sustainable, demountable building design featuring spatial storytelling and immersive experiences that showcase British creativity and innovation.
Three-year project creating visual and interactive content for Alif - The Mobility Pavilion, featuring 227.7 million pixels across 150 screens and world-first AI workflow technology.
A 360-degree dome installation offering shared VR experience, demonstrating the future of cinema through cutting-edge design and technology.