Craig Laurie on crafting experiences that resonate on an emotional level
RWS Global Chief Creative Officer Craig Laurie spoke with Brands Untapped about how the company creates live experiences that connect with audiences on an emotional level. From bringing beloved IP such as Daniel Tiger’s Neighborhood and Fosse and Verdon to life to developing immersive experiences for brands including Ferrari, Mercedes, and Rolling Stone, Laurie shared how RWS Global transforms brand stories into meaningful physical experiences.
Laurie also explored RWS Global’s approach to immersion, technology, and audience engagement, emphasizing the importance of authenticity, thoughtful design, and human connection. Whether through a large-scale scenic environment or a simple guest interaction, the goal is to make audiences feel like they are part of the story—while using technology to enhance the experience rather than overshadow it.
The conversation offers a look at the creative thinking behind RWS Global’s work and the principles that guide the company in creating experiences that resonate with both longtime fans and first-time visitors.
