Creative direction rooted in
emotion, story, and space
One morning, a dozen children vanished across a cruise ship.
Not literally. But that’s how it felt.
A few years ago, I designed an undercover spy mission aboard a ship.
The brief: entertain young passengers.
The result: we gave them agency.
They roamed the ship unnoticed, solving clues, cracking codes, slipping through adult spaces. They weren’t just playing. They were in it. It was the first experience of its kind at sea. And it captured what I care about most: giving audiences power inside the story.
I’m Rob, a Creative Director, Story Architect, and Narrative Experience Designer with 20+ years of shaping story-led experiences across live events, branded spaces, and interactive worlds.
My background spans over 20 years of creating work that asks people to feel, think, and take part. From directing new writing and national tours to designing large-scale gameshows and site-specific storytelling experiences, I build projects that resonate emotionally and land with clarity; blending dramaturgy, strategy, and empathy to turn complex ideas into experiences people can feel.
What drives my work is simple: Clarity in the chaos, story as structure, and collaboration as craft.
Whether I’m leading artists, working with brands, or co-creating with communities, I hold the heart of the idea and guide it towards something deliverable, meaningful, and alive.
Currently in Development:
2 Large Scale Gameshows for a brand new Cruise Ship (tba)
C+NTO by Joelle Taylor and Charlie Jospehine
THE ARSONIST by Ed Harris
THE LAST RECORDING by Frazer Flintham
What I Do
// Audience-Led Experiences
I lead projects where people don’t just watch, they decide, shape, react. From large-scale gameshows with real stakes to atmospheric walkthroughs and app-based mysteries, my work invites participation and rewards curiosity. Clients include MSC Cruises, Explora Journeys, and BBC Studios.
// Theatre + Dramaturgy
Theatre taught me how stories breathe. As Artistic Director of Theatre Centre and Associate Director at Headlong, I’ve worked with the UK’s most exciting writers, helping develop plays that challenge form and connect deeply. I bring that same dramaturgical thinking (structure, rhythm, resonance) to every kind of story.
// Learning + Collaboration
Whether mentoring early-career artists or running leadership sessions for Deloitte and McDonald’s, I design spaces where clarity, story, and creativity can thrive. I’ve created CPD tools for teachers, co-created training for brands, and helped teams rethink how they share ideas.
How I Work
Collaboration is at the heart of what I do.
I build partnerships that are creatively bold and strategically sound, balancing big-picture vision with hands-on delivery. I translate between artists, producers, and clients, making complexity simple and ideas actionable.
Whether I’m leading a cast, designing audience journeys, or developing immersive concepts with corporate partners, I bring clarity, care, and emotional intelligence to every stage of the process.
Let’s Work Together
If you’re looking for someone who can bring vision, experience, and emotional insight to your next project, or someone to take the creative reins on a new initiative, I’d love to hear what you’re building.