Sugar Creative announce Will Humphrey as Director of Creative and Innovation.

Studio News
March 12, 2023

Sugar Creative announce Will Humphrey as Director of Creative and Innovation on eve of talk at major gaming conference in San Francisco.

MARCH 13TH 2023: Sugar Creative are pleased to announce that Will Humphrey has joined the board of directors at Sugar Creative as Innovation and Creative Director. Will Humphrey has joined Jason Veal, Sugar's Managing Director, as a major shareholder and director at the agency. This announcement comes just as Sugar is about to take to the stage at the GDC gaming conference in San Francisco later this month.

Launched in 2009, Cardiff & Bristol based Sugar has been a leading and innovative force in the implementation of creative technologies within the UK for well over a decade. This March, Sugar will be travelling with a trade delegation arranged by Creative Wales to the Games Developer Conference where they have been invited to share the stage with Pokemon Go creators Niantic as part of their developer spotlight talks on Tuesday March 21st. Will Humphrey will be revealing how Sugar Creative harnessed the world of Assassins Creed to create a new type of geo located immersive experience in a first of its kind partnership with Ubisoft and Hampshire Cultural Trust. A partnership that is already accumulating industry and audience accolades, this industry leading venture is a world first in geolocated AR experiences and sees the iconic Assassin’s Creed game assets placed in an immersive mobile app for the first time.

Sugar Creative will also be revealing their upcoming "Project V" platform, a rapid VR authoring tool for storytellers at GDC.

Will is regarded as one of the UKs most inspirational and boundary pushing innovators combining technical understanding and creative passion. His work has received multiple international awards and he was recognized in the most recent BIMA 100. Since joining the team, he has worked with Jason to develop a clear vision for the future of Sugar, which can be seen in the choice of projects set to launch over the next year. These include partnerships with industry leaders such as Niantic and Unity, expanding the company's prolific work with iconic IPs, alongside a drive to see the industry embrace inclusive practices.

In his role, Will is responsible for driving innovation across Sugar Creative's services, enhancing the agency's creative capabilities, and building new partnerships with clients and technology partners.

Managing Director, Jason said, “Having Will’s expertise has been invaluable for Sugar as a business, and has been instrumental in Sugar becoming a global leader in the immersive sector. His passion and energy for sharing the wonders of these new technologies is inspiring and cements our core values as a company.”

Will said, "I'm excited to become a co-owner at Sugar Creative at such an exciting time for the industry. With the growth of immersive technology and the increasing demand for immersive storytelling, Sugar Creative is well placed to deliver new and exciting experiences to audiences around the world. I'm looking forward to working with the team to drive innovation and help our clients achieve their goals."

Will has brought amazing vision to Sugar since he joined, along with boundless enthusiasm and vast knowledge of the immersive industries. With so many exciting and bleeding edge projects in the pipeline the future is bright for this immersive company” - Jonny Tooze, Adviser to Sugar Creative and CEO of LAB Group.

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