Framestore, the multi-award winning creative studio announces the addition of Gareth Smy as Creative Director to its growing global Immersive team.

With a distinguished career marked by over a decade in the themed entertainment industry, Smy brings a wealth of experience to the team. Prior to joining Framestore, Gareth served as Senior Creative Manager of Location Based Experiences (LBE) at Moonbug Entertainment, where he led on global creative development for LBE and themed attractions, working on projects such as Blippi and Cocomelon Family Entertainment Centres. Additionally, Smy worked at Scruffy Dog Creative Group and the LEGO Group. With a degree in Architecture from the University of Plymouth, Smy specialises in storytelling and concept development, with a focus on narrative treatments, scriptwriting, storyboarding and design direction.

In his new role, Smy will be focussed on leading and developing client relationships for new projects as Framestore expands its footprint in the immersive entertainment and theme park sectors.

Global Head of Immersive, Karl Woolley, comments: “Since its inception, our Immersive division has consistently focused on how we extend our clients' stories and IP beyond the traditional screen, reframing expectations for both IP owners and their guests with creative technology, LBE, and mind-blowing theme park rides. Our exceptional team of artists in all disciplines has meant we've realised some incredible projects from the ground up, so it is with great excitement and honour that we welcome Gareth to the team, recognising this achievement and bringing with him a depth of client-side experience in the LBE and Attractions field.”

On joining Framestore, Smy adds: “I'm super excited to be part of the team as a Creative Director for Immersive. I have always been impressed by Framestore's innovation and excellence in visual storytelling and how they have been behind some mind-blowing theme park attractions, and some of my all-time favourite movie moments. This role fits my love for creating immersive experiences, and I can't wait to contribute to Framestore's pioneering legacy.”