EXECUTIVE CREATIVE DIRECTOR · EXPERIENCE DESIGNER · DIRECTOR
Award-winning Creative Director and Experiential Designer with over 17 years of industry leadership, spanning large-scale immersive events, live performance, film, and international brand experiences. Proven track record as a creative voice, leading teams, shaping vision, and delivering world-class productions for global brands, major studios, and cultural institutions.
Internationally recognised for pioneering immersive storytelling through a unique lens that unites performance direction, interactive storytelling, choreography, technology, and conceptual design.
From leading over 20 of Secret Cinema's flagship productions to creative directing major experiences across the UAE, Europe, and beyond, Lucy brings an instinctive command of audience, narrative, and spectacle, combined with the strategic clarity, operational rigour, and collaborative leadership expected at the highest executive creative level.
Reaching over a million audience members worldwide, her work spans intimate workshop spaces to arena-scale spectacles, with a particular specialism in immersive and interactive experiences for families and young people, including work for Great Ormond Street Hospital, Tate Modern, and the BBC. Everything she creates is rooted in the belief that when wonder, movement, and active participation are placed at the centre of an experience, you don't just entertain an audience, you can change how they see the world.
CORE COMPETENCIES
Creative Vision & Concept Development
Executive Creative Leadership (CCO/CD)
Immersive Family Experience Design
Interactive and Embodied Play expert
Performance & Movement Direction
Large-Scale Event Design & Direction
World-Building & Interactive Narrative Design
Multi-disciplinary Team Leadership
IP & Franchise Creative (Film / TV)
Cross-cultural Collaboration (UAE,Europe,Asia)
CREATIVE LEADERSHIP PORTFOLIO
Lead Creative Director · HQ Worldwide Shows — UAE 2023–2024
Wrote and designed concepts for a range of high-profile experiential events and award ceremonies across the UAE, including the Red Sea Film Festival, AlUla Moments, Bashayer, and Al Burda.
Creative Director · Beyond Developments — Evermore, Dubai 2024
Creative direction and development for landmark Dubai lifestyle development.
Development Director · Azira — AlUla Moments Commission Dec 2024
Immersive experience commissioned by AlUla Moments.
Creative Director · AVR Events — Immersive Symposium, Istanbul Nov–Dec 2023
Immersive experience for gathering of international leaders in the live events sector.
Secret Cinema
One of the worlds foremost immersive entertainment companies. Appointed as Creative Director on flagship productions, responsible for world-building, narrative design, interactive game design, casting, and full production delivery across multi-month runs for thousands of audience members.
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Marvel's Guardians of the Galaxy — Creative Director (2022)
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Dirty Dancing — Creative Director (2022)
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Ghostbusters — Creative Director (2021) | Family production
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Stranger Things (Netflix) — Creative Director (2019) | Family production
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Blade Runner — Creative Director (2018)
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Baz Luhrmann's Romeo & Juliet — Associate Creative Director (2018)
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Park Chan-Wook's The Handmaiden — Creative Director & Director (2017)
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Baz Luhrmann's Moulin Rouge — Co-Creative Director & Director (2017)
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Dirty Dancing — Associate Creative Director & Director (2016)
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Dr Strangelove — Director & Choreographer (2016)
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Victoria - Performance Director - 2016
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Star Wars — Associate Director & Choreographer (2015) | Family production
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Star Wars Family Experience — Director (2015) | Designed for young children & families
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Amy Winehouse Documentary — Director (2015)
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Back to the Future — Associate Creative Director (2014) | Family production
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Miller's Crossing — Movement Director & Choreographer (2014)
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Future Shorts Film - 10th Anniversary event - Director - 2014
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Wes Anderson's Grand Budapest Hotel — Choreographer (2014)
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Universal Studio White Label - Director - 2014
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Dirty Dancing — Director & Choreographer (2013)
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Saturday Night Fever - Choreographer - 2013
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Prometheus — Movement Direction (2012)
Development credits include writing immersive music experiences for iconic artists including David Bowie, Queen, and The Beach Boys.
BROADER CREATIVE LEADERSHIP EXPERIENCE
Co-Founder & Artistic Director · The People Pile 2010–2017
Co-founded and led an immersive performance collective delivering industry-leading experiences for Roundhouse, Le Méridien Hotels, Tate Modern, National Maritime Museum, Royal Academy of Arts, Battersea Arts Centre, ICA, Harrods, Old Vic Tunnels, SHUNT, Wilderness Festival, Latitude Festival and more.
Creative Director · The Musketeers — BBC Worldwide, Echo Arena Liverpool 2014
Creative Director · Universal Studios — Immersive Film Event - Paris & Berlin 2015
Director · Virgin Money — Immersive Interview Experience 2015
Performance Director · Don Papa — European Immersive Brand Tour across 14 cities throughout Europe 2017–2025
WORKSHOP LEADERSHIP & CHILDREN'S EDUCATION
Extensive experience designing and delivering bespoke immersive play, performance, and movement workshops for children and young people across arts institutions, hospitals, schools, and festivals:
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Great Ormond Street Hospital — Performance & play workshops, aged 4–10
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Tate Modern — Immersive play workshops, aged 8–12
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Arts Depot — Immersive play workshops, aged 5–10
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St Andrews School, Scotland — Immersive play workshops, aged 5–10
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Aberdeen School — Performance & play, aged 11–14
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Bournemouth & Poole College — Immersive play workshops, aged 16–18
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Royal Festival Hall - Immersive Play workshop, aged 16 - 18
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BBC National Tour & London Olympics — Dance workshops, aged 5–10
FILM & CHOREOGRAPHIC DIRECTION
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Goodbye June — Netflix, Dir: Kate Winslet
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Last Night in Soho — Film4 / Universal Studios, Dir: Edgar Wright
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Tarot — Sony Pictures, Dir: Spenser Cohen & Anna Halberg
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The Colour Out of Space — Spectre Vision, Dir: Richard Stanley (feat. Nicholas Cage)
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Brave New World — Netflix TV Series, Universal Content Productions
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BBC4 Live on Stage — Touretteshero, Choreographer
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New London Orchestra — Max Richter, Arvo Part & Benjamin Britten, Choreographer
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The Donkey Show: A Midsummer Night's Musical — Choreographer by Diane Paulus & Randy Weiner)
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Ray-Ban Never Hide — Immersive Event, Shoreditch Town Hall, Choreographer
ROYAL OPERA HOUSE
Choreographer
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Figurations — World Premiere Recital, composer Konstantin Boyarsky, Paul Hamlyn Hall
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Pushkin Opera — R&D, composer Konstantin Boyarsky
Professional Dancer
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Les Contes d'Hoffmann — Dir: John Schlesinger (Nov–Dec 2016)
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Eugene Onegin — Dir: Kasper Holton (Nov 2015–Jan 2016)
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Macbeth — Japan Tour, Chor: Michael Keegan-Dolan (Aug–Sep 2015)
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Swan Lake — Royal Ballet, Production: Antony Dowell (Feb–Apr 2015 & Oct–Nov 2012)
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Robert Le Diable — Dir: Laurent Pelly (Oct–Dec 2012)
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Die Meistersinger Von Nurnberg (Oct 2011–Jan 2012)
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Macbeth — Chor: Michael Keegan-Dolan (May–Jul 2011)
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Van Cleef & Arpels — Royal Opera House, Chor: Will Tuckett
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Opera North — Dido & Aeneas, National Tour, Chor: Aletta Collins
FAMILY DANCE SHOWS
Choreographer · Delve Dance Company UK Tour
Family show touring nationally to Oxford Corpus Christi College, Chisenhale Dance Space, Sandpit Theatre St Albans, and Greenwich Dance Agency.
Choreographer · The Curious Tale — Family Show
Family immersive show presented at The Brunel Museum, and Camberwell Arts Festival.
EDUCATION & TRAINING
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BA Hons Theatre Dance — London Studio Centre (2006–2009)
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Higher Education Certificate in Choreography — Chichester University (2005–2006)
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A Levels: Psychology, English Language & Literature, Choreography & Advanced Theatre Studies — South Downs College
CRB Checked · DBS Checked . Full Clean Driving Licence (since 2005) · Available for international travel
