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.”
