Currently working on projects focused on next regeneration immersive experiences.
Clients including Wallace & Gromit, Dr Seuss, BBC, Kingspan, Toyota, and FestivalUK*2022.
Guest lecturer Cardiff Met and USW.
Showcase individual for the 'UK Gov Humans of STEM' project.


Overview bio:
Will is Creative Director at Sugar Creative and 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, BBC, and Kingspan.

As part of the ‘Collective Cymru’ team of FestivalUK*2022, he is currently focused on how immersive experiences can realise new inspiring cultural narratives and 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. He has been exhibited internationally as well as writing and presenting 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 which showcases the impact of STEM trained individuals in the creative sector.