Will is Creative and Innovation 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 is leading the creation 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 the ‘GALWAD’ team of Unboxed Festival, 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 2022, naming him one of the top
innovators in the UK. His work has received a number of awards and accolades including a QLD XR Best in
World award, being shortlisted for two Cannes Lions, and being selected as one of the Createch 100 Ones to
Watch.
Originally trained as a Molecular Geneticist at Kings he adjusted to focus on design, training at LCC, before
focusing on immersive technology development. 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.
