Systems and Insights
I design immersive attractions with a strong emotional spine supported by clear creative systems. This page collects essays and frameworks that show how I use tools like personalization, emotional arc mapping, and constraint based design to help teams deliver experiences that are both memorable and buildable.
Personalized Themed Experiences
An overview of my MFA thesis on how recommendation style thinking can support adaptive themed experiences that learn from their guests. The essay outlines a simple loop that turns small guest signals into smarter choices about scenes, transitions, and environmental states without losing creative control.
Recommendation inspired systems for adaptive attractions
UCF M.F.A. - Themed Experience: Thesis
Emotional Arc Mapping for Immersive Attractions
A practical framework for mapping emotional intensity across an experience and using that map to make decisions about scene order, connective tissue, and where to cut or invest. I use this tool to align creative, production, and operations around the same emotional targets, whether I am re structuring an existing IP experience or planning a new one.
Structuring guest emotion over time
Designing Inside the Box
A look at how I make constraints explicit and useful instead of treating them as afterthoughts. By mapping IP, venue, operations, and budget into a clear set of boxes, I help teams see where we must hold the line and where we can push for a signature moment. This approach underpins how I handled projects like Jurassic World at Battersea and Avatar redevelopment.
Turning constraints into creative systems
Jurassic World: The Exhibition
Multiple global venues
Creative Lead & Art Director
Provided ongoing creative oversight for touring deployments across venues including Bogota, Madrid, Manchester, Melbourne, Mexico City, Basel, and Houston, guiding installation, scenic adaptation, localization, IP approvals, and graphic updates while maintaining a consistent Jurassic World experience.
Jurassic World: The Experience
Bangkok
Concept Development, Show Writing
Developed refreshed narrative structure and localized graphics that re staged existing assets in a new footprint, using the venue constraints to clarify emotional beats and make the experience read cleanly for local audiences.
Body Collectors
Escape City
Show Writing
Show writer and audio or video lead for a horror themed escape experience, focused on using sound, timing, and environmental cues to achieve impact without relying solely on large scale scenic.
Over the Falls
Escape City
Concept Development & Show Writing
Show writer and lead for an escape room that staged a high stakes narrative journey centered around Canadian pirates seizing your old cargo ship and sending you barreling towards Niagara Falls.
Frightworld: America’s Scream Park
Eerie Productions
Concept Development
Creative lead for concept development across several haunted attractions within a seasonal scream park, defining themes and key show moments for multiple houses within tight budgets and aggressive build schedules.
The Hangover: The Escape Room
Escape City
Creative Director
Creative director for a multi room licensed escape experience based on The Hangover, responsible for narrative, puzzle structure, scenic direction, and media, guiding the project from blue sky through opening.
Jurassic World: The Experience
Gardens by the Bay
Concept Development
I helped translate the IP into a botanic and science forward context, developed show writing and science communication, and supported graphic direction so the experience felt native to the venue and culture while remaining true to the franchise.
Avengers S.T.A.T.I.O.N.
Neon
Concept Development
Worked on narrative direction, guest flow, and early concept pitches for a planned revival of the Avengers STATION experience, restructuring the attraction around clearer emotional beats before the project was paused.
Sins of the Seas
World Heritage Exhibitions
Creative Lead & Art Director
Led concept development, narrative structure, and early spatial planning for a large scale piracy themed museum experience exploring myth, maritime history, and atmospheric environments before the project was put on hold.
Britehouse
An Eventbrite Company
Creative Director
Developed the creative identity, logo, visual system, and story for Eventbrite’s new experiential studio, including website direction and the core narrative used in investor and partner decks, extending my attraction based skills into brand story and experiential positioning.
Systems and Insights
I design immersive attractions with a strong emotional spine supported by clear creative systems. This page collects essays and frameworks that show how I use tools like personalization, emotional arc mapping, and constraint based design to help teams deliver experiences that are both memorable and buildable.