Immersive & XR
Overview & Featured Projects -
While home adoption of virtual reality has yet to fully break through at mainstream adoption, the creative possibilities it unlocked remain highly engaging, and are now being accelerated through the growth of premium location-based entertainment and immersive experiences around the world.
My work in this space has focused on using immersive technology, interaction and world-building to transport audiences into the story and make them feel part of the experience. From headset-native performance formats to digital-first festivals and IP-led immersive worlds, the through-line has been the same: creating presence, emotional connection and a stronger sense of agency for the audience.
What makes this especially exciting now is the growing opportunity to apply those same skills in controlled, premium environments, where the storytelling, design and audience journey can be shaped more intentionally. In that sense, the work is not just about VR, it’s about building immersive experiences that feel more immediate, more cinematic, more interactive, and more alive.
Live from Brixton Academy
Role - Executive Producer & Creative Director
Client - Live Nation
Overview -
A series of ticketed, fan-centric immersive live streams captured inside O2 Academy Brixton, created during the pandemic to bring live music back in a way that felt safe, interactive and emotionally connected. Rather than replicating traditional broadcast, the ambition was to reimagine the live show as a fan-first immersive format — using technology not just to stream the performance, but to actively bring audiences into it.
Experience -
Brixton Academy became both venue and creative anchor, with each show designed to honour its cultural weight while offering fans something they could never experience from the crowd. For Frank Carter & The Rattlesnakes, we built a bespoke stage with six 5-metre screens spanning 180°, creating a live interface between band and audience.
What made the format distinctive was its interactive 360° live design. Selected ticket-holding fans appeared live on screens inside the venue, speaking directly with the band, asking questions and becoming part of the performance in real time. This was not simply a filmed concert in VR, it was pushed the language of immersive live streaming forward, turning the camera and screens into a two-way gateway between stage and audience.
Artists were positioned in the round, while moving and robotic cameras were used inside the performance space to create a stronger sense of presence and proximity. The shows were accessible across VR headsets, smartphones, desktops, tablets and smart TVs, helping maximise reach while preserving the feeling of eventness and interaction.
Impact -
6 major live streams including Burna Boy, Fontaines D.C., Frank Carter & The Rattlesnakes, Tom Grennan, Kaiser Chiefs and Blossoms
100k+ tickets sold
53 minutes average watch time
Pushed the boundaries of interactive 360° live performance by bringing fans directly into the show in real time
Impact -
250k+ individual viewers watched Wireless 2019 through MelodyVR
Over 2.7 million live views on Facebook
The first interactive multi-camera live festival broadcasts in VRLive coverage Included - Skepta,Juice Wrld, Tory Lanez,Tyga, Steeflon Don, Migos, Future, Rae Sremurd, Gunn, Lil Baby, Denzel Curry
Helped launch MelodyVR’s new mobile app and extend a sold-out festival to a global audience
Created a new immersive access model for fans unable to attend in person
Impact -
5M+ views across long- and short-form content
L.O.L. Surprise!’s first immersive performance-led launch experience
Released across YouTube, mobile, tablet, VR headsets and smart TVs
Used a music-led narrative to turn product launch into a global entertainment moment
Wireless Connect
Role - Executive Producer & Creative Director
Client - Live Nation
Overview -
A three-day digital-first festival created with Live Nation, designed to reimagine Wireless as an immersive live experience for fans watching across VR headsets, mobile, tablet and social platforms. Created as part of the launch of MelodyVR’s mobile app, the project opened a sold-out festival to a much wider global audience and offered fans a more immersive way to experience live music when they could not be there in person.
Experience -
Wireless Connect was executed as a new form of immersive festival coverage, not a traditional broadcast translated into VR. The ambition was to create a fully live, three-day festival experience for fans who couldn’t attend in person, whether because of geography, age or ticket access, and give them a level of proximity, freedom and interaction that even an on-site audience couldn’t fully access.
To deliver that, I worked closely with production, product and technology teams to help develop the virtual reality equivalent of a traditional EVS live-broadcast workflow, a world-first technical and creative framework that made interactive multi-camera festival coverage in VR possible at scale. This was a major production operation, handling huge volumes of 4K immersive footage across multiple camera positions, live switching, backstage content and fast-turnaround editorial, all while maintaining a stable three-day live stream without dropouts. The result was not simply coverage of a festival, but the creation of a new immersive broadcast language for live music.
L.O.L. Surprise! Remix Immersive Dance Experience
Role - Executive Producer & Creative Director
Client - MGA Entertainment
Overview -
An immersive 360° music experience created for L.O.L. Surprise! to launch four new Remix dolls through live performance, bold visual world-building and music-led storytelling. Created for a huge global youth audience, the project translated one of the world’s biggest toy brands into an interactive performance environment that felt fresh, playful and platform-native.
Designed as both a brand solution and an entertainment experience, the project introduced the Remix range through a format that combined product storytelling, performance and digital spectacle — creating a launch moment that felt bigger, more cultural and more immersive than a traditional toy campaign.
Experience -
The experience was conceived as a fully enclosed 360° performance world, allowing audiences to move through a vibrant L.O.L. universe while discovering the personalities and musical identities of the new Remix dolls. At the heart of the format was a six-track remix playlist, blending the dolls’ styles across Hip Hop, Country, R&B, Pop and Rock to create a genre-mashing musical narrative that gave the launch both structure and energy.
Captured in a purpose-built 360° studio, the experience was surrounded by ten 3-metre-high 4K screens forming an immersive visual arena that audiences could explore throughout the event. Each musical scene featured bespoke screen content built in L.O.L.’s bold graphic language and enhanced through motion design to amplify colour, rhythm and movement.
Hosted by brand ambassador Tahani and supported by dancers, the performance created a sense of momentum, access and spectacle while remaining highly legible for younger viewers across multiple devices.