I was tasked as the Creative Lead and Art Director to craft immersive experiences for Flutter’s state-of-the-art Centre of Excellence dedicated to customer safety, forming part of the ongoing “Play Well” safer gaming initiative.

Designed as a £1.5m hub for innovation and collaboration, the Centre enables Flutter’s 450-person Customer Safety team to explore new technologies, tools and interventions through a series of immersive training environments, including the flagship experience, Immerse LDS.

I created a visual world that combined aesthetic minimalism with technical sophistication, using meaningful data visualisation as a reflection of Flutter’s customer safety work. The visual identity, immersive environments and tone of voice were designed to create a connected and cohesive experience throughout the space.

To create a whole series of eight experiences, we had multiple projects overlapping and rendering 3D visuals in 14680 x 2160px... It broke machines!

The goal was to integrate the Flutter visual identity and create a world where the design is a visual representation the Customer Safety work.

Other experiences incorporated elements of agency and discovery, mapping out decision trees and storyboards, shooting with an extreme aspect ratio and programming the assets accordingly to create a seamless film experience.