I’m Rob Watt, a UK-based Creative Director working across theatre, immersive experiences, game design, and brand-led storytelling. For over 20 years, I’ve been creating story-led work where audiences don’t just watch, they take part, make decisions, and feel the consequences of being inside the experience.

My work spans large-scale gameshows at sea, site-specific theatre, AR mysteries, spoken-word projects, and interactive brand activations. I often act as the story architect on a project, holding structure, tone, and meaning while guiding ideas from first spark to lived encounter. I’m interested in clarity over spectacle, agency over instruction, and experiences that land emotionally as well as operationally.

I’ve led creative work for MSC Cruises, Explora Journeys, BBC Studios, Celebrity Cruises, TikTok, and JP Morgan Chase, alongside major UK theatres and festivals. I’m most drawn to projects that sit at the intersection of story, space, and participation, and that ask audiences to do more than observe.

My background in theatre and dramaturgy shapes everything I make. I think carefully about structure, rhythm, and restraint, and how those choices give audiences room to engage. Collaboration is central to my practice. I work closely with artists, producers, technologists, and clients, translating between disciplines while keeping the heart of the idea intact and deliverable.

Currently in Development

• 3 Large Scale Gameshows for a brand new cruise ship (tba)

• 1 London based Gamewshow Experience (tba)

• C+NTO by Joelle Taylor and Charlie Jospehine

• THE ARSONIST by Ed Harris 

• THE LAST RECORDING by Frazer Flintham

• Silent Disco Bloodbath

Let’s Work Together

If you’re building an immersive experience, developing a new format, or looking for a creative lead who can shape story and delivery side by side, I’d love to hear about it.

Let’s Chat