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    Gareth Smy joins Framestore’s immersive team as creative director

    By SHOOTUpdated:No Comments1131 Views
    LONDON --

    Framestore has added Gareth Smy as creative director to its growing global immersive team. He brings to his new roost more than a decade of experience in the themed entertainment industry.

    Prior to joining Framestore, Smy served as sr. creative manager of Location Based Experiences (LBE) at Moonbug Entertainment, where he led 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 specializes in storytelling and concept development, with a focus on narrative treatments, scriptwriting, storyboarding and design direction.

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

    Framestore’s global head of Immersive Karl Woolley, commented, “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 realized some incredible projects from the ground up, so it is with great excitement and honor that we welcome Gareth to the team, recognizing this achievement and bringing with him a depth of client-side experience in the LBE and Attractions field.”

    On joining Framestore, Smy added, “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 favorite movie moments. This role fits my love for creating immersive experiences, and I can’t wait to contribute to Framestore’s pioneering legacy.”

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    Tags:FramestoreGareth SmyKarl Woolley



    Director Parker Schmidt Moves To CANADA For U.S. Representation

    Wednesday, April 29, 2026

    The L.A. office of the global commercial production company CANADA has signed Parker Schmidt to its roster of directors for U.S. representation. Known for his powerful visual design and unconventional storytelling for automotive, fashion and sports brands, Schmidt has worked on campaigns for Nike, Mastercard, Kia, Cadillac, Lexus, Bolt, Corona Beer and lululemon, among many others. Schmidt’s work has been recognized by the One Club, Vimeo Staff Pick, YDA’s, ADC Awards, Berlin Commercial Awards, and the Santa Monica International Film Awards.

    “Parker is an amazingly vital and radiant young artist who can direct and shoot and create fascinating, impactful visual stories on film,” said CANADA managing director Charlotte Woodhead. “Did I mention he is also a poet and potter? A true hands-on artist who writes verse and shapes clay as beautifully as he does film narratives for brands, Parker is our renaissance man. We are truly excited to have him join our team.”

    Schmidt originally hails from the sagebrush and mountain latitudes of Boise, Idaho, and now lives on the beach in Los Angeles, where he spends his free-time catching waves and cycling the Malibu canyons. He spent years competing as a downhill skateboard athlete sponsored by brands like Sector 9, lululemon and Peralta, among others, and learning advertising on the fly by shooting content for his sponsors around the world. He then dipped into the industry officially by interning in art direction at David Miami, Elephant and INNOCEAN Berlin. He also studied art at the Miami Ad School Europe in Berlin before seizing the director’s chair, working in his early days with Leica Camera, Porsche’s “Type7,” Corona Beer and Nike. Prior to joining CANADA, Schmidt had been represented in the... Read More

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