Framestore is heading to Orlando for IAAPA Expo, the world’s premier gathering for the attractions and themed entertainment industry.
Organized each year by the International Association of Amusement Parks and Attractions (IAAPA), this flagship event draws tens of thousands of professionals, visionaries, and builders from across theme parks, location-based experiences, resorts, and cutting-edge interactive tech to Orlando.
We Made a Time Machine in our Garage: Creative Principles for Attractions
3pm-4pm EDT 17th November
What happens when you combine twin Creative Directors, a garage full of inherited tools, and a DIY obsession with Halloween? You get the foundation for some of the world's most awarded theme park attractions. In this session, Gavin and Jason Fox, Creative Directors at Framestore, reveal how their "maker culture" and raw passion for creating home grown experiences has grown into multiple award-winning, globally recognised attractions for the likes of Disney, Universal, and Merlin.
Through the lens of their DIY time machine project "Machine," presenters Gavin and Jason Fox break down their journey, experimental methodology and the core design philosophy that helped them bridge the gap between a home-grown escape room and a global dark ride. Attendees will explore how to prioritize narrative discovery over heavy-handed exposition and why sometimes you have to "lose the rules" and "not logic the fun out of it" to ensure a visceral guest experience. This session is a call to action for designers to return to their tinkering roots to create individual, shareable moments that turn first-time guests into lifelong fans.
Meet the Speakers
Gavin Fox | Creative Director
Gavin has been a creative director in Framestore’s immersive department since 2014 and uses his love of all things immersive and interactive to create the best possible theme park rides and location-based entertainment experiences.
From his previous work with digital agency Poke and Secret Cinema to the creation of his own haunted houses and immersive shows and his near-obsession with escape rooms, Gavin is perfectly positioned to deliver the most exciting narratives and thrilling experiences for consumers through partnerships with some of the world’s biggest names in immersive entertainment and theme park operations.
Gavin was one of the creative leads on Framestore’s herculean project for Lionsgate Entertainment World where he wrote and directed media and narratives for several brand new theme park rides. This included the Thea award winning ‘Midnight Ride’, a Twilight-themed group VR experience where riders speed through the forest to hunt down vampires.
Gavin worked across all of the Jurassic World attractions Framestore delivered, which feature in parks in Hollywood, Orlando and Beijing. ‘Jurassic World Adventure’ in Beijing was awarded a VES Award.
He also lead Framestore’s creative work on ‘Jumanji - The Adventure’ in Italy’s major themepark, Gardaland. He collaborated with the team at Merlin Magic Making to design many parts of the attraction including track design, ride movement, animatronics and lighting.
Jason Fox | Creative Director
After joining Framestore in 2014, Jason has been instrumental in some of Framestore’s most cutting-edge projects, and consistently seeks to devise innovative ways to present and deliver exciting narratives.
Jason has worked across a broad range of immersive storytelling. Previous work included collaboration with Secret Cinema to help craft their immersive productions. In his own time he has created a number of horror events, winning a ScareCon award in 2017.
Jason was Creative Director on attractions for Lionsgate Entertainment World, including a thrilling adventure through Panem for Hunger Games. He also Creative Directed the VES Award winning Jurassic World Adventure for Universal Beijing Resort, and several projects for Walt Disney Imagineering.
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