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Photo of Will at the Venice Biennale
Picture of Will Humphrey at SXSW
Creative direction and innovation for world leading IPs.
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Will Humphrey is one of the UK’s leading creative technologists. With a focus on innovation in the communication, education, and entertainment spaces he harnesses the experience of delivering exceptional work for global clients to offer world leading creative technology leadership.
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His work is rooted in an approach that combines technology adoption, communication theory, and behavioural psychology.

About

Picture of Will Humphrey at the Venice Biennale
Picture of Will Humphrey giving talk on R&D at media cymru event Picture of Will Humphrey at Media Cymru eventPicture of TIGA award Picture of Will Humphrey delivering talk at the Beyond conference
Creative Direction
Will has over 10 years of experience as a Creative Director and a demonstrated track record of delivering world class and award winning projects.

He has expertise in providing Creative Direction for all types of creative and creative technology projects - particularly those with focus on creative technology implementation,  brand strategy, global marketing activations,  play based education, culture led experiences, IP new format content, large scale immersive installations, and XR artistic experiences in games, music, and art sectors.
Industry Excellence
Will's creative work is rooted in industry excellence. Projects he has created and overseen have received multiple international awards and significant global recognition.

This includes a SXSW innovation award, 2 BIMA 100s, a TIGA for cultural gaming, a QLDXR Best in World, an AWE Augie, and 2 final 3 shortlistings for Cannes Lions alongside multiple talks at SXSW, Games For Change, AWE, UnitedXR, and GDC.
Strategic Knowledge
Through an established strong and effective set of relationships with key global culture, creative and and tech organisations Will provides insight and expertise for the industry to inform potential and facilitate project delivery.

These include organisations both in the UK and USA ranging from InnovateUK, Niantic Spatial, Google, T-Mobile, Apple, Meta, Welsh Government, Ubisoft, and a number of National Museums.

Will also currently holds advisory board positions for both the UK Creative Industries Council and Creative Wales. This insight into supporting sector development and policy making underpins the top tier strategic knowledge consultancy offering.
Startup Growth
Drawing on his wide ranging experince in growing createch startups, developing IP spinnouts, and harnessing international partnership Will additionally offers targeted consultancy support for startups.

Within this Will is able to offer strategy, advice, and hands on support with the UK grant fiunding landscape. This draws directly on a sucessfull track record on both regional and national grant applications including a £6million iUK Audience of the Future award.


Will specialises in designing new forms of content, delivering strategic change, evolving complex ideas for formal concept pitches, leading multi-disciplinary teams for project delivery, mentoring emerging talent, managing complex multi-stage project budgets, and delivering promotional support with speaking to project outcomes on a range of international stages.

Skills

 EXPERIENCE
EXPERIENCE
EXPERIENCE
EXPERIENCE
EXPERIENCE
EXPERIENCE
Background
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Will has an academic background spanning visual, tech, psychology, and science. This includes qualifications in Design for Communication University of the Arts London: London College of Communication and in Molecular Genetics with Behavioural Psychology at Kings College London.  

This combination provides a key grounding in both creative, technical, and in human behaviour vital in the rapidly evolving landscape of todays creative technologies.  

Recent projects
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Key amongst his recent work has been the creative design and direction for;
Echoes of Revolution: Boston & Echoes of Revolution: NYC. Two city scale interactive AR games set in the world of Ubisofts Assassin's Creed.
Discovery Tour App: Medieval Baghdad. The official discovery learning mobile app for Assassin's Creed Mirage.
OSMO Cooking Chaos. An interactive number and word game for the hugely sucessful Apple OSMO games platform.
Coca Cola ltd. The strategic consultancy focused on the use of emerging technology to transform recycling behaviours for Coca Cola ltd.
Dr. Seuss’s ABC: An Amazing AR Alphabet. An interactive play based learning game evolving the iconic book content.

Roles
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Since moving into the creative technology space Will has taken on a number of roles;
Co-owner and Creative Director at Sugar Creative - an award winning creative technology studio. (2018 - 2026)
Board member for the UK Creative Industries Council - the UK government advisory group focused on the creativesector (2025 - Present)
Board member for Creative Wales - the Welsh government advisory group focused on the creative sector (2024 -Present)
Co-owner and Innovation Director at Fictioneers - an innovation R&D spin out (2020 - 2022)

Picture of Will Humphrey in New York testing Echoes of Revolution

Focus

Will focuses on providing effective creative direction that delivers a tangible impact.
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With experience leading and delivering projects,
With experience leading and delivering projects,
growing startups, developing  R&D spin outs,
growing startups, developing  R&D spin outs,
and advising the UK national creative sector
and advising the UK national creative sector
Will is constantly seeking the next exciting
Will is constantly seeking the next exciting
creative & innovative challenge.
creative & innovative challenge.
Picture of Will Humphrey at the TIGA awards for best cultural game
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