A black and white headshot of Gareth Smy

Gareth Smy

Creative Director

With a distinguished career marked by over a decade in the themed entertainment industry, Gareth brings a wealth of experience to Framestore's Immersive team. Prior to joining, Gareth served as Senior Creative Manager of Location Based Experiences (LBE) at Moonbug Entertainment, where he led on global creative development for LBE and themed attractions, working on projects such as Blippi and Cocomelon Family Entertainment Centres. 

During his tenure as Creative Director at Scruffy Dog Creative Group, he created concepts and led development on themed attractions and experiences for clients around the world. While at the LEGO Group, Smy served as a LEGO brand ambassador and experience expert, shaping iconic projects like LEGO City Deep Sea Adventure and NINJAGO: The Ride.

With a degree in Architecture from the University of Plymouth, Smy specialises in storytelling and concept development, with a focus on narrative treatments, scriptwriting, storyboarding and design direction.