Creative leadership for brand experiences, corporate visitor centers, museums and attractions.

Transcription

1 Creative leadership for brand experiences, corporate visitor centers, museums and attractions.

2 CREATIVE PRINCIPALS creative krēˈādiv Involving the imagination or original ideas, especially in the production of an artistic work. principals ˈprinsəpəl First in order of importance or the leading performer in a creative endeavor.

3 RECENT PROJECTS

4 BePro. Business Special Template Project: Doha Oasis & Quest Themed Experience Centre Location: Doha Qatar Role: Creative Director Date: September 2017 to December 2018 Overview: Creative Principals is working for both Granaroli Design & Entertainment and DOPMO on the branding of Doha Oasis and the Quest themed experience centre. 4

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6 BePro. Business Special Template Project: Future of Entertainment in Saudi Arabia Location: Los Angeles, California Role: Creative Director Date: April 4, 2018 Overview: Creative Principals and Peak XV partnered together with Executive Producer Thinkwell Group to lead the creative and produce the first Summit on the Future of Entertainment in Saudi Arabia for the Kingdom s General Entertainment Authority. 6

7 PRESS COVERAGE The Four Seasons Ballroom was full of power brokers from across the entertainment industry. The Wrap 250 representatives from major Hollywood financiers and players. Variety Saudi Arabian dignitaries came to Los Angeles this week with a clear message to entertainment industry leaders: Their country is open for Hollywood s business. On Wednesday, at an event at the Four Seasons in Beverly Hills live entertainment partnerships with the likes of Cirque du Soleil were unveiled. Los Angeles Times The Hollywood Reporter

8 BePro. Business Special Template Project: Minnesota Children s Museum Rochester Location: Rochester, Minnesota Role: Creative Director Date: July to August 2017 (Opening TBD) Overview: Creative Principals was hired by JRA to facilitate several community brainstorming sessions on a proposed new children s museum in Rochester and then develop a visioning document that could be used for fundraising. 8

9 MINNESOTA CHILDREN S MUSEUM ROCHESTER Thatcher unveiled a general concept for the future that was hammered out with the museum leadership over the past two months. Not having a location for the museum identified added a challenge to the brainstorming, though Thatcher said, If we get the story right, then you can put the museum anywhere. Rochester Post-Bulletin 9

10 BePro. Business Special Template Project: Unisys Executive Briefing Center Location: Philadelphia, Pennsylvania Role: Creative Director (Media) Date: Opening May 2018 Overview: Creative Principals was hired by Exhibit Concepts to facilitate a brainstorming with the Unisys executive team and then conceive and produce media for the company s new Executive Briefing Center. 10

11 BRAINSTORMING I haven t had the privilege of sitting through one of these sessions with you previously, but I now see how/why you have the reputation that you have! You did an excellent job at touching on the various aspects that needed to be evaluated and were so comfortable and engaging. You represented us well, were seamless, extremely relevant, knowledgeable and made me proud that you were working with us! Thank you very much. Jeff Hannah, Vice President, Exhibit Concepts 11

12 BePro. Business Special Template Projects: EMEA Experiential & Event Marketing Location: Dubai, United Arab Emirates & Riyadh, Saudi Arabia Role: Creative Director Dates: July 2017 to August 2018 Overview: Creative Principals is a key resource providing creative direction to Balich Worldwide Shows and HQ Worldwide Shows on a number of projects in Dubai, Abu Dhabi and Saudi Arabia. 12

13 LEADERSHIP & TEAM

14 Founder & Chief Creative Officer Geoff Thatcher Train Engineer Journalist Storyteller Creative Leader I got my start in this experience I worked as a special projects The best experiences, like the one I lead a talented team of creative industry working for 10 seasons at editor at The Salt Lake Tribune s above from the Kaiser Permanente professionals (from architects to Utah s largest amusement park. In Newspaper Agency and then moved Center for Total Health, are multi-media producers) who deliver addition to my stint as a train to Cincinnati to manage a downtown created through great storytelling. award-winning brand experiences. engineer, I worked as a lifeguard, weekly. However, I missed the fun of A big part of my career has been More than that, I have a passion for rides supervisor, zookeeper, stage theme parks and wanted to find a about bringing these stories to life leadership: studying it, writing manager, DJ and even a stuntman job where I could combine my love for brands, museums and in about it and even facilitating in a Wild West Shootout. of stories with experiences. attractions large and small. leadership workshops.

15 BePro. Business Special Template AN EXPERIENCED TEAM A brief introduction of the core team. However, other creative principals are brought in depending on the specific needs of the project. This includes disciplines ranging from UX and web design to scenic and exhibit design. Creative Direction Design & Planning Branding Media Production Geoff Thatcher is the Founder & Based in New York City, Richard Carrie Oneal is another long-time Phil Mastman excels at both Chief Creative Officer at Creative Zampi is a long-time collaborator collaborator. Most recently, Carrie creative and production. He s Principals. His focus is always on and partner. He and Thatcher have has been the lead designer for the currently working with the Creative research, story, strategy and worked on more than 50 projects company s brand work on a new Principals team on a new video providing creative direction for the together, the latest being designs indoor attraction and mixed-used wall inside The Unisys Executive team from concept to reality. for an exhibition in Riyadh. development in Doha, Qatar. Briefing Center.

16 TOP 10 LEGACY PROJECTS

17 BePro. Business Special Template 10 Project: Nakheel Tower Launch & Cityscape Dubai Location: Dubai, United Arab Emirates Role: Executive Creative Director, The Brand Experience Date: October 2008 The Reason? A challenging and complex launch of (what would have been) the world s tallest skyscraper on the verge of a global economic meltdown. This backdrop provided for some high drama and creativity. 17

18 PORTFOLIO 18

19 BePro. Business Special Template 09 Project: Envision Laie Location; North Shore of Oahu, Hawaii Role: Executive Creative Director, The Brand Experience Dates: 2009 to 2012 The Reason? From researching and writing a storyline to guide the entire planning process to developing new attraction concepts for the Polynesian Cultural Center, this project was both wide-ranging in its scale and intimate in its scope. 19

20 PORTFOLIO Envision Lā ie represents a diverse group of residents and stakeholders of Laie, Kahuku, Hauula, and Ko olau Loa along Oahu s North Shore who are working together to study Lā ie and plan for its future possibilities. The work included everything from innovative workshops that democratized the planning process to charrettes with a diverse group of consultants. Also led the online and social media campaign, oversaw all video production and creating a temporary information center. 20

21 BePro. Business Special Template 08 Projects: CNN Studio Tour & Turner Entertainment Experience Location: Atlanta, Georgia Role; Senior Creative Writer, JRA Dates: 1996 to 2001 The Reason? What started as a simple study to increase attendance during the 1996 Summer Olympics led to a complete renovation of the CNN Studio Tour, a new second-gate attraction concept and three other Turner projects. 21

22 BePro. Business Special Template JRA TURNER PROJECTS From the CNN Studio Tour to Turner Field CNN Studio Tour By reconfiguring and renovating the CNN Studio Tour, the team at JRA helped CNN double attendance and increase its max capacity while improving the experience. Turner Experience With the CNN Studio Tour at max capacity, a second gate was conceived with the project moving to Detail Design before being killed as part of the AOL merger. Turner Field & Philips Arena The work with CNN and Turner led to creating experiential elements for both Turner Field and Philips Arena with the Major League Baseball s Atlanta Braves and the NBA s Atlanta Hawks Time-Warner Experience Several years after the Turner Entertainment Experience died, JRA was hired as part of a wider team to help conceive a new entertainment experience, this time in New York. 22

23 BePro. Business Special Template 07 Project: University of Phoenix Location: Tempe, Arizona Role: Executive Producer & Executive Creative Director, The Brand Experience Date: March 2012 The Reason? With our Executive Producer in China, the creative and production teams were combined for this innovative experience center inside the University s new headquarters and flagship campus (and delivered on time and on budget). 23

24 PORTFOLIO 24

25 BePro. Business Special Template 06 Project: Rio 2007 Pan American Games Location: Rio de Janeiro Role: Video Producer, FiveCurrents Date: July 2007 The Reason? While it was a challenging and lonely time, the experience in Rio was highly educational and rewarding on both a personal and professional level. And the show was amazing! 25

26 PORTFOLIO Here are a few photographs of the preparations leading up to the lighting of the cauldron at the Rio 2007 Pan American Games Opening Ceremonies. The desire to work on an Olympicstyle opening ceremony led to this sixmonth assignment working as a producer responsible for, among other things, the creative direction and production of the video segments in the $17 million show the LA Times called lavish and creative. 26

27 BePro. Business Special Template 05 Projects: Honeywell Technology Experience Locations: Washington, D.C. & Shanghai Role: Executive Creative Director, The Brand Experience Dates: 2004 to 2014 The Reason? From 2004 to 2015, we designed and produced 11 brand experiences for Honeywell, including the Honeywell Technology Experience in Shanghai. The challenge here was adapting the lessons from the first experience in DC to a Chinese audience. 27

28 BePro. Business Special Template OTHER HONEYWELL PROJECTS Just four of the 11 experiences led while Executive Creative Director at The Brand Experience. Washington, D.C. Pasadena, Texas Houston, Texas Las Vegas, Nevada Located in Washington, D.C. Roll Located outside of Houston this Customer Another experience center in Houston, This experience used projection Call called the project an EPCOT- Experience Center was part of a much this project included a two-story mapping on a model airplane along style vision and a dramatic leap larger training center for Honeywell. It control room of the future along with with an innovative walkthrough video forward in the scramble to make was designed to showcase the product demos and digital interactives, array to draw a record number of standout connections. importance of Industrial Safety. such as a cyber chess game. visitors into the exhibit. 28

29 BePro. Business Special Template 04 Project: Kaiser Permanente Center for Total Health Location: Washington, D.C. Role: Executive Creative Director, The Brand Experience Dates: 2015 to 2017 The Reason? This project had it all an 85 foot media wall that needed a complete refresh, a CEO who was personally involved in the re-design with a mandate to push the envelope and an inspiring story about what Total Health means. 29

30 PORTFOLIO The meaning of Total Health was brought to life in this experience by answering three simple questions: Why is Total Health important? What is Total Health? And how do we get to Total Health? ORIGINAL SPACE CONCEPT DEVELOPMENT FABRICATION OPENING When we started the project, the experience was defined by its sterile design with an over reliance on graphics and digital touch-screens. In this portion of the experience, we immersed visitors in what Total Health looks in communities. 30

31 BePro. Business Special Template 03 Project: The Leader s Voice Location: Cincinnati, Ohio Role: Creative Director, Tom Peters Company Date: August 2002 The Reason? A ghost writing project with two authors who were both amazing to work with and had a thought-provoking story to tell about leadership communication. The basic premise? Leaders must communicate through Facts, Emotions and Symbols. 31

32 PORTFOLIO "Geoff Thatcher aided us with stories, case studies, and focus. His bluntness was a whetstone of refinement, as he always challenged us to remain true to our our thesis." After researching and ghost writing the bulk of The Leader s Voice, we transformed it into a training program and then facilitated the workshop as it was rolled out to clients such as Deloite, John Deere, Microsoft and The CIA University. 32

33 BePro. Business Special Template 02 Project: Lockheed Martin Space Experience Center Location: Arlington, Virginia Role: Executive Creative Director, The Brand Experience Date: May 2010 The Reason? To be able to shoot video inside NASA s famous Building No. 9 and interview Hubble engineers was dreamy. More importantly, it was one of 52 collaborations with designer Richard Zampi, an architect who understands the importance of story-driven experiences. 33

34 PORTFOLIO 34

35 BePro. Business Special Template 01 Project: The Experience Model Location: Cincinnati, Ohio Role: Executive Creative Director, The Brand Experience Dates: 2004 to 2017 The Reason? This model blends theme park design principles with human psychology, and has evolved over a decade as a way to guide the design of experiences. It s also very helpful in educating clients who aren t familiar with developing experiences. 35

36 PORTFOLIO For Polycom, the story was about how its technology helps make communication more human from being able to hear someone halfway across the world to seeing colleagues in a telepresence call. We used The Experience Model to bring this story to life. ATTRACT TRUST INFORM INTERNALIZE ACT From an iconic video garden that attracts visitors to the main attraction where the company s technology is demonstrated and displayed, the Experience Model guided the design of the Polycom Executive Briefing Center in Silicon Valley. 36

37 THANK YOU