Director & Head of Creative Innovation
Will Humphrey is Creative Director at Sugar Creative and Innovation Lead. 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 been part of the delivery of some of the most ground-breaking and genre redefining immersive experiences of the last few years for brands including Ubisoft, ‘Wallace & Gromit’, ‘Dr.Seuss’, UK Gov, Hyundai, and the BBC.
The projects and work he has been part of have won a number of accolades including the blooloop innovation award, BIMA10, Creaivepool, AWE Auggies, selection for the 100 ones to watch, and being short-listed for two Cannes Lions.
Originally trained as a Molecular Geneticist he adjusted to focus on design, training at LCC, before focusing on immersive technology development.