LoLa Podcast | Ep.13 Will Humphrey, From Assassin’s Creed To the Real Street скачать в хорошем качестве

LoLa Podcast | Ep.13 Will Humphrey, From Assassin’s Creed To the Real Street

Will Humphrey is one of the UK’s leading immersive creative technologists, Executive Creative Director at Sugar Creative, and an advisory board member at Creative Wales. In this episode, we get into how place-based storytelling actually works, why the best immersive experiences start in real streets not studios, and how technology originally built for games like Assassin’s Creed is now being used to bring history, culture, and cities back to life. Will breaks down how city-scale XR is built, the reality of working with cutting-edge tools with no playbook, and why creativity is not a vertical, it is the engine behind everything from education to public spaces. We also talk honestly about Innovate UK funding, commercial pressure, venture capital constraints, and what it really takes to ship world-first immersive work. This is a grounded conversation about imagination, execution, and doing the hard work when nobody can tell you how. What we cover What place-based storytelling actually means Turning complex ideas into experiences people can feel From AAA games to real-world XR experiences City-scale AR, spatial computing, and visual positioning systems Why creativity underpins every serious innovation sector The reality of funding, risk, and building in the UK Links Sugar Creative: https://www.sugar.agency/ Will Humphrey on LinkedIn:   / willhumphreyuk   Sugar Creative on LinkedIn:   / sugar-creative-studio   #LoLaPodcast #ImmersiveTech #XR #AR #SpatialComputing #CreativeTechnology #PlaceBasedStorytelling #AssassinsCreed #SugarCreative #CreativeWales #Innovation #FutureOfCulture #DigitalHeritage #techpodcast