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Creative leadership for brand experiences, museums, visitor centers and attractions...

The Principals

  • Creative Principals

    Geoff Thatcher
    Chief Creative Officer

  • Creative Principals

    Carrie O’Neal
    Brand Design

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    Richard Zampi

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    Phil Mastman
    Commercial Filmmaker

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    Lori Capener
    Art Director

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    Peter White
    Design Director & Producer

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    Jared Latimer
    UX Designer

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    Zoe Thatcher

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    Nathaniel West

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    Todd Hall

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    Alyssa Bailey-Hunsaker
    Creative Writer


Listen to our Founder & Chief Creative Officer talk with Exhibit Concept’s Jeff Hannah on the Global Exhibitor Podcast about how to create experiences around the world. In Part 1 of this two-part podcast, Geoff Thatcher discusses the use of authentic storytelling to reach audiences around the world. He and Hannah also talk about the role that culture plays in designing experiences. And, they talk about common conceptions that people around the world have about Americans.

InPark Magazine Interview

InPark Magazine's latest issue features an interview with the Founder & Chief Creative Officer of Creative Principals. In the interview, Geoff Thatcher talks about a book he's been working on for more than 15 years and the reach of the experience industry.

The themed entertainment industry truly has a great reach, from small regional parks like Lagoon to large brand experiences like this one. And I still think we’ve only scratched the surface when it comes to bringing themed entertainment to brand experiences. I recently pitched a giant oversized piñata—and I mean giant—to a CMO of a big Fortune 500 company and he smiled and said, “Oh man, I love it, but we aren’t quite ready.”

Warner Bros. World Opens

Working under the direction of Executive Producer HQ Worldwide Shows, Creative Principals served as the creative director for the grand opening of Warner Bros. World Abu Dhabi.

The grand opening project, which kicked-off in December 2017, culminated with the launch of the $1 billion theme park on July 24, 2018. We were responsible for leading the creative for all aspects of the grand opening, including...

The Devin SuperTramp "viral" video was viewed on Facebook more than 3 million times in the first 10 days after it was posted and continues to grow on YouTube, Instagram and other channels. A "behind-the-scenes" video provides some great insights into the process of filming inside the huge indoor theme park. 

We are grateful for the opportunity to work on such an amazing project.

AA Museum Re-opens Sept. 1, 2018

We were thrilled to see this video posted last week by the C.R. Smith American Airlines Museum.

As was written on the museum's Instagram feed, "An MD-80 cockpit is the centerpiece in a new, interactive exhibit at the CR Smith Museum." Creative Principals was hired by JRA to partner on new concepts and the interactive media for the museum's renovated exhibits. We can't wait to see it in person!