Will Humphrey

Creative Director

Sugar Creative Studio

Speaker Biography

Will is Creative Director at the multi award winning Sugar Creative. He is regarded as one of the UK’s leading immersive design leaders and a leading voice in building new forms of narrative with XR. He has led the delivery of some of the most ground-breaking and genre redefining XR experiences of the last few years for brands including Ubisoft, Apple, T-mobile, ‘Wallace & Gromit’, ‘Dr.Seuss’, and UK Gov.

His current focus is on how immersive experiences can realise new inspiring cultural narratives and shift the existing zeitgeist, on and how new format XR interactions can expand music based content, and on how geo locational content can allow for the creative reimagining of cities as canvases for limitless stories.

His work has won a number of accolades including a TIGA, SXSW innovation award, BIMA10, AWE Auggie, and been short-listed for two Cannes Lions. He is a well known speaker and has presented talks linked to XR at a range of national and international events ranging from SXSW to GDC.

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