At Creative Principals, we believe in the power of pure creativity, but we also know that without leadership, that creativity won’t be realized. Creative leadership is about taking a project from concept to reality.

This storyboard and clip from the grand opening of Warner Bros. World Abu Dhabi is just one example of how we take a concept and make it real.

The company has worked on everything from the renovated American Airlines Museum in Texas to the FM Global Innovation Studio in Boston. Creative Principals helped introduce the General Entertainment Authority of Saudi Arabia to Hollywood in 2018 and has led the initial visioning on new attractions in the Middle East for Miral. Our concepts can be seen in places as diverse as Qasr Al Watan in Abu Dhabi and world’s largest diamond trade show in Las Vegas.

Creative Principals was founded in July 2017 by Geoff Thatcher. Geoff is a student of the themed entertainment industry who got his start working as a teenage clean-up boy, lifeguard, train engineer and stuntman at Lagoon Amusement Park. After a brief stint as a journalist, his love for experiences led him to Cincinnati’s JRA where he spent seven years as a creative writer. He is a writer, storyteller and teacher who has ghostwritten books, published blogs and even facilitated a leadership communication workshop at The CIA University (yes, that CIA). In April 2020, he published The CEO’s Time Machine that reviewers are calling “clever,” “thought provoking,” “stunning” and “amazing.” This thought leadership extends to his development and promotion of The Experience Model along with speeches at the Themed Entertainment Association’s SATE conference, TEDx and even the creation of a speaker series called Box Talk.