Creating experiences people remember.
Creating visitor experiences across global markets, combining creative direction, guest insight and commercial thinking to engage audiences and enhance the visitor journey.
The Dungeons
Developing the creative for Magic Memories’ first Dungeon partnership at Warwick Castle, from the photography experience through to the guest photobook and supporting artwork. I took the work from concept to artwork, later evolving the approach and creative directing the San Francisco project.
Create a photography experience that felt like a natural extension of The Dungeons brand, working with limited brand assets and a tight two-week turnaround.
Concept development, design and art direction across the photography experience and guest products, later providing creative direction across the wider San Francisco project.
Established a creative approach that could evolve across future Dungeon projects, with the San Francisco photobook winning an IAAPA Brass Ring Award.
Queenstown Rafting
Redesigning the rafting photo experience around what guests actually wanted to buy and share. Using guest research and design thinking, I developed a new photobook that captured the energy and immediacy of the experience.
Create a photo product that captured the adrenaline of the rafting experience while giving guests something they genuinely wanted to buy.
Guest research, concept development and design, using customer feedback to shape the product, visual direction and price point.
A more guest-led product that balanced customer expectations, commercial value and production costs.
LEGOLAND California
Leading the creative delivery for the launch of Magic Memories at LEGOLAND California, coordinating a large suite of guest photography products and creative within a tight launch timeframe.
Deliver a high volume of creative for launch, maintaining a consistent approach across multiple products while working within established brand guidelines.
Art direction and creative project management, acting as the main client contact, directing the design team and overseeing creative delivery from initial concepts through to launch.
Successfully delivered a cohesive suite of photography products and creative assets across the attraction in time for launch.