IAAPA Orlando 2025

Mike McGee | Chief Creative Officer 

Mike McGee is the Chief Creative Officer and co-founder of Framestore, the creative studio behind some of the most iconic work in entertainment and advertising. From Bond to Barbie, Potter to Paddington, and Guinness Surfer to GEICO Gecko, Framestore has won every major industry award, including Oscars, BAFTAs, and Cannes Lions.

Over a career spanning four decades, Mike has worked as a Compositor, a VFX Supervisor, a live action Director and a Creative Leader, helping position Framestore at the forefront of visual effects and technological innovation. 

Mike has always believed in the limitless potential of Framestore’s craft and ingenuity. He loves to explore new and engaging ways to immerse and entertain audiences, looking to continually reframe the possible.

Karl Woolley | Global Head of Immersive 

With a background in engineering and over 15 years’ experience with emerging technologies, Karl is able to offer an incredibly high level of technical understanding and problem-solving to both creative agencies and brand partners to deliver experiential projects.

Heather Kinal | Senior VP, Immersive

For over a decade, she has been an instrumental part of the Framestore Immersive team, playing a lead role in their endeavors. As the demand for immersive and mixed reality projects continues to surge, over the last 10 years Heather has taken charge of teams dedicated to utilizing cutting-edge technology and creativity. 

Maximilian McNair MacEwan | Head of Strategic Partnerships, Immersive

During his time at Framestore, Max has produced multiple immersive rides for Lionsgate Entertainment World in Zhuhai. More recently he has produced across both Jurassic World Adventure and VelociCoaster for Universal Creative as well as oversaw production for several attractions projects for Walt Disney Imagineering.

David Michaels | Business Development Executive, Immersive

David possesses unparalleled global industry expertise, that is second to none. He excels at helping clients envision bold, groundbreaking projects while uncovering new growth opportunities. Always eager to push the limits of immersive experiences, David combines his keen business insight with creative passion, focusing on bringing exciting and innovative ventures to life.

Gavin Fox | Creative Director, Immersive

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.

Jason Fox | Creative Director, Immersive 

Joining Framestore in 2014, Jason is an immersive storytelling expert and Creative Director. He has led cutting-edge projects, including the VES Award-winning Jurassic World Adventure and a thrilling Hunger Games attraction.

Gareth Smy | Creative Director, Immersive

A recent addition to Framestore’s Immersive team, Gareth brings extensive global experience in the themed entertainment industry, specialising in storytelling and concept development for clients around the world.