Simon is a Creative Technical Director who consistently drives forward ground-breaking digital projects that are changing the nature of consumer experiences across the globe. He has 15 years of experience working for clients such as the Science Museum, Sony, Canon and Ford.
Always putting customers at the heart of the experience Simon has delivered many programmes of work including integrated live digital experience platforms with personalised content that can be shared with visitors instantly. The experiences he creates always connect the client and the customer while being measurable in real-time.
He has recently been pushing the boundaries of storytelling techniques using immersive technologies to create innovative stories with emotional resonance.
- What experience can you draw upon to successfully judge the ETAs?
I have conducted global and innovative work for events, installations and exhibitions, including work at museums, galleries and commercial work, such as global event programmes.
- How long have you worked in the events industry and what keeps you interested in it?
I have more than 14 years’ experience and am interested in the pace of change and how we can keep audiences engaged. There are so many factors that you have to balance to create the best possible experience.
- Best (and worst?) moments working in the events industry?
Best moment – when a global event we were doing, which had over 30 digital activations, was finally completed and worked without any issues for the entire event run.
Worst – not all the countries I work in have the same hygiene standards as the UK…
- Favourite piece of tech for work and personal life?
We are increasingly using immersive technologies, this is maturing now and starting to involve senses beyond vision.
- What’s your go-to piece of tech when working on an event and why?
Does the Internet count?
- What was the last event on which you worked?
We had a number of stands at CES.
- From your experience, how has tech been best utilised at an event? / What’s the best way to utilise tech at an event?
It has to be the story first: what information are you trying to get across? We shouldn’t use technology for the sake of it.
We’re using dynamic video production techniques as part of Go Faster for Ford, giving a bespoke movie trailer to each participant. It fitted beautifully into a wider narrative about learning to become a stunt driver.
- We all learn from our mistakes! What was the biggest lesson you learned from a mistake since being in the industry?
Test. Test a lot. Test on the right equipment. If you make a change, no matter how simple, test it again.
- What are you most looking forward to at the ETAs?
Inspiration: learning what other companies have been doing and how they have been pushing the boundaries.
- What do events, such as the ETAs, mean to you? / Why is it important to recognise the achievements of tech companies?
It’s about surfacing the innovation. New and surprising ways to communicate with your visitors.
- If you could only use one piece of tech when working on an event, what would that be?
My mobile phone!