About
Will is Creative Director at Sugar Creative & Innovation Lead at Fictioneers. He is widely regarded as one of the UKs pre-eminent immersive design thought leaders and as one of the leading voices in building new forms of narrative with XR. He has led the delivery of some of the most ground-breaking and genre redefining AR experiences of the last few years for brands including ‘Wallace & Gromit’, ‘Dr.Seuss’, UK Gov, Hyundai, & the BBC.
As part of the ‘Collective Cymru’ team of FestivalUK*2022, he is currently focused on how immersive experiences can realise new inspiring cultural narratives & redefine the national zeitgeist.
Originally trained as a Molecular Geneticist at Kings he adjusted to focus on design, training at LCC, before focusing on immersive technology development.
Internationally exhibited he has written & presented at a range of national and international events. As an advocate for skill lead innovation he is also one of the UK government ‘Humans of STEM’ programme.
Wallace & Gromit have innovation at the comedic heart of their world. Working with you has been a perfect fit, allowing us to bring the duo’s fantastic fictional contraptions into audiences’ homes using the latest technology.
Merlin Crossingham, Creative Director of Wallace and Gromit, Aardman
'Dr. Seuss’s ABC – An Amazing AR Alphabet!’ is an exciting way to ignite young imaginations through interactive play with the creative stories and beloved characters both kids and parents love.
Susan Brandt, President, Dr Seuss Enterprises
