Will Humphrey
Creative Director @Sugar Creative
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WORK HISTORY
Creative Director @Sugar Creative
Sugar Creative delivers wonder through innovation. Bringing imagination to life, with inspirational and incredible outcomes for everything from entertainment to marketing and science. As studio director I am responsible for all creative and innovation aspects as well as public facing rolls including industry panel appearances. Currently leading the delivery of projects for Dr Seuss and Kingspan as well as the UK Gov Audience of the future project: Wallace & Gromit: The Big Fix Up.
EDUCATION
University of the Arts London
Graphic Design and Communication
King's College London
Molecular Genetics BSC
ABOUT WILL HUMPHREY
Currently working on projects focused on next regeneration immersive experiences.Clients including Assassins Creed, Wallace & Gromit, Dr Seuss, BBC, Toyota, and Tmobile.Guest speaker and lecturer at International events including SXSW/GDC/AEW and at Uk universitiesMulti award winner.Showcase individual for the \'UK Gov Humans of STEM\' project.Overview bio:Will is Creative Director at Sugar Creative. He is 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 been involved in 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, BBC, and Ubisoft.As part of a recent partnership between Sugar and Ubisoft, he lead the immersive creation element of a global first-of-kind immersive experience that will bring the world of Assassin’s Creed Valhalla to life in XR. Alongside this, as part of upcoming projects with National Museum Wales, he has been focused on how immersive experiences can realise new inspiring cultural narratives and redefine the national zeitgeist.Earlier this year he was selected as one of the prestigious BIMA100 in 2023, naming him one of the top innovators in the UK. His work has received a number of awards and accolades including an XR Best in World award, being shortlisted for two digital Cannes Lions, and being selected as one of the Createch 100 Ones to Watch. He is a regular speaker and had delivered talk on immersive innovation globally at events ranging from SXSW to the Global Developer Conference.Originally trained as a Molecular Geneticist at Kings he adjusted to focus on design, training at LCC, before focusing on immersive technology development for it’s potential to bring new realities to life. As a creative technology innovator he has written and presented at a range of national and international events as well as provided mentoring for emerging talent globally.
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