Will is Creative Director at Sugar Creative. He is widely regarded as one of the UK's pre-eminent immersive design thought leaders and a leading voice in building new forms of narrative with XR. He has led the delivery of some of the most ground-breaking and genre redefining AR experiences of the last few years for brands including Ubisoft, ‘Wallace & Gromit’, ‘Dr.Seuss’, UK Gov, Hyundai, BBC, and Kingspan.

As part of the ‘Collective Cymru’ team of Unboxed (previously known as FestivalUK*2022), he is currently focused on how immersive experiences can realise new inspiring cultural narratives and redefine the national zeitgeist with the creation of GALWAD.

The projects and work he has been part of have won a number of accolades including the Blooloop innovation award, BIMA10, Creativepool, AWE Auggies, selection for the CreaTech 100 Ones to Watch, and short-listed for two Cannes Lions.