Will is regarded as one of the UK's leading immersive creative technologists and a leading voice in building new forms of narrative with XR.

He is currently Creative Director at the multi-award winning Sugar Creative where he has led the delivery of some of the most ground-breaking and genre redefining XR experiences of the last few years for brands including Ubisoft, Apple, Tmobile, ‘Wallace & Gromit’, ‘Dr.Seuss’, and the Coca Cola. This and other work has won a number of accolades including a TIGA, SXSW innovation award, BIMA10, AWE Auggie, and been short-listed for two Cannes Lions. 

Before diving into immersive technology he trained in Molecular Genetics and Developmental Psychology at Kings College London and Communication Design at University of the Arts London - a complex background that inspired his creative approach.

His current focus is on the potential to bring new realities to life through using cutting edge spatial and visual positioning systems combined with a place based narratives and immersive XR. 

A recognised thought leader focused on innovation, he has written and presented at a range of national and international events including SXSW, Games For Change, and the Global Developer conference. He is an advocate for skill-led innovation and positive change, both as a board member of Creative Wales and through mentoring for emerging talent globally. Through this he aims to drive a shift towards an exciting de-siloed approach to the use of creative innovations across all sectors.