Client: All Blacks Experience
Agency: Workshop E

My dad always wanted me to be an All Black. This is as close as I got — working on the All Blacks Experience in central Auckland.

This massive interactive experience has so many elements, but they are tied together with a clear narrative journey. I worked with the team at Workshop E to refine this narrative, then on individual elements of bringing it to life including:

• A short documentary film introducing the role of rugby in New Zealand culture

• Content for a series of interactive games

• Video scripts for Richie McCaw, Wayne Smith, Buck Shelford and other All Black legends

• Tour scripts for the experience guides

Even as a slightly lapsed rugby fan, this was a once in a lifetime project and I loved working on it. The first time I stood in front of that huge screen and faced down the All Blacks’ Ka Mate haka, the hair stood up on my neck.

And taking my dad through it? Magic. He turned to the guide at the end and said “he wrote, this you know”.