Neil Mason
Experiential & Events

Independent mind. Shared experiences.

Connecting dots
between people,
brands + culture.

Creative direction.
Experiential. Events. Brand worlds.

Neil Mason / Creative director / London & beyond

I turn brand stories into
experiences people feel.

For 25 years, I’ve partnered with leading agencies and global brands to create award-winning experiences around the world. I bring the perspective to win pitches, deepen client relationships and lead ambitious ideas from the first conversation to the final live moment.

Today, insight and data sharpen the direction. AI helps me explore more ideas, streamline production and create more in less time. It’s a new way of working that keeps evolving — and keeps surprising me with what’s possible.

Explore the work ↓

Selected experiences

Film / Live / Immersive01 — 18
01 / Selected experience

Open up a different world.

The idea
Make the possibilities of Galaxy foldables something people could step inside.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Playful environments, unexpected perspectives and hands-on moments turned a product launch into a world of self-expression.
02 / Selected experience

A bigger stage for what comes next.

The idea
Give technology a story with the scale and ambition of LEAP.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
A Riyadh-set film introduces the event’s world, connecting place, possibility and a sense of anticipation.
03 / Selected experience

Flip into a feast for the eyes.

The idea
Turn the Galaxy Flip7 story into a visual world people could step inside.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
At Tottenham Court Road, an immersive screen environment surrounded visitors with the Galaxy Flip7 world — bringing product, imagery and scale together in a shared visual experience.
04 / Selected experience

A place to belong. Room to play.

The idea
Create a free, welcoming home for sport, creativity and community in South London.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Nike and Palace brought skating, football and creative discovery together at Manor Place. The Park and The Cage, The Front Room and The Residency give the next generation space to play, connect and create.
05 / Selected experience

The Upside Down. Down under.

The idea
Let fans cross from watching Stranger Things to being inside its world.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
At Luna Park Sydney, immersive sets, familiar locations and a cast Q&A turned the Season 4 launch into a shared fan experience, extended through a TikTok livestream.
06 / Selected experience

It starts with the guts to try.

The idea
Connect Samsung with the spirit of skateboarding: self-expression, persistence and the courage to drop in.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Skate culture and Galaxy technology came together through a partnership with Skateboard GB, giving the next generation a reason to take part.
07 / Selected experience

Three pavilions. One shared future.

The idea
Turn Mobility, Sustainability and Opportunity into interactive worlds that bring PepsiCo’s vision to life.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Three educational pavilions invited visitors to explore, play and connect. The Plus united Pepsi and Lay’s through collaboration; The Bolt celebrated Gatorade’s sports innovation; The Drop explored water sustainability, built from 41,000 recyclable Aquafina cans.
The impact
Over 1M in-person visits. 50M virtual tour views. 323 media placements. 246M global impressions.
08 / Selected experience

Less explanation. More exploration.

The idea
Turn complex technology into an experience people could explore for themselves.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Hands-on interactions and event design brought the Think story off the screen and into conversation.
09 / Selected experience

The last of its kind. A new beginning.

The idea
Mark the final Aventador Coupé with a bridge between physical craftsmanship and digital art.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
A one-of-one NFT, created with Krista Kim and Steve Aoki, was paired with the car in an auction bringing design, music and technology together.
10 / Selected experience

A bigger stage for Galaxy.

The idea
Bring Samsung’s product story to life through the scale and energy of a live launch.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
A filmed look at the Samsung launch experience in San Francisco, bringing staging, screen content and live production together around the brand.
11 / Selected experience

Leave the everyday behind.

The idea
Create a world that invites people to explore with their senses.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Responsive light, sound and interactive environments take visitors through an imagined universe in Dubai, making discovery part of the experience.
12 / Selected experience

Connection you can step into.

The idea
Give a technology brand a human meeting place.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
A live brand experience brought Cisco’s story into a shared environment, connecting the message with the people in the room.
13 / Selected experience

Feel the product. Enter the game.

The idea
Make trying a running shoe an invitation to play.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Physical movement and a digital game world turn product trial into participation, bringing Nike React’s promise to life through the runner’s own energy.
14 / Selected experience

The road was closed. The journey wasn’t.

The idea
Bring the feeling of a Ferrari test drive to customers who couldn’t visit a showroom.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
An invitation-only VR journey took guests through global city streets, into the Roma and on to a showroom encounter, with an invitation to book a physical test drive.
15 / Selected experience

The city becomes the stage.

The idea
Bring a virtual band into the real world at a scale fans could feel.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
Location-based augmented reality placed a towering Gorillaz performance into Times Square and Piccadilly Circus for the launch of Skinny Ape.
16 / Selected experience

A world of taste. A little wonder.

The idea
Reimagine Magnum as a Willy Wonka-inspired world, with a new discovery in every product.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
An immersive journey through taste and imagination invited visitors to dive into the Magnum range, exploring each product as an experience in its own right.
17 / Selected experience

Big thinking. Human connections.

The idea
Bring IBM’s technology story into a space designed for people.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
A live event environment brought presentations, brand storytelling and shared moments together around the Think platform.
18 / Selected experience

See it. Try it. Understand it.

The idea
Bring Samsung’s product stories off the page and into a shared, hands-on setting.
My role
Executive Creative Director. Overseeing conception to creation.
The experience
A guided showcase invited visitors to explore Samsung appliances up close. Product demonstrations and conversation made the technology tangible, connecting features with everyday use.
Mr. Neil Mason / Independent by design

Ideas that move people.
Teams that make it happen.

I’m an award-winning Executive Creative Director with 25 years of experience shaping brands and leading creative teams. I connect strategic storytelling with integrated campaigns across every touchpoint.

From brand and product launches to through-the-line campaigns, I turn original ideas into fully realised experiences — across advertising, digital and live environments. My work connects strategy with creative execution, builds talent networks, drives new business and brings craft and commercial ambition together.

Collaboration is everything. I specialise in recognising and growing talent, structuring teams of 100+ and shaping the culture and systems that spark great work.

Creative strategyExperiential conceptsLive events & launchesBrand worldsFilm & moving imageCreative direction
Connect on LinkedIn ↗Explore Brands by Mason ↗
Working with Mason / Creative partnerships

A pitch. A project.
A longer conversation.

Four ways to work together. One creative partner, from the first question to what comes next.

01 / New business

Pitches

Win the room.

A fresh perspective when the next opportunity matters. I help agencies and brands turn a brief into a clear story, a distinctive idea and a compelling pitch.

How I can help
  • Brief interrogation & creative strategy
  • Pitch concepts, narrative & art direction
  • Creative team leadership & presentation
Talk about a pitch ↗
02 / Focused experiences

Local projects

Make a place for your brand.

From a focused activation to a product launch, I shape experiences around the people, place and purpose of the brief. Hands-on creative direction, at the scale you need.

How I can help
  • Audience insight & experience concepts
  • Visitor journeys, spaces & content
  • Creative direction through delivery
Discuss a local project ↗
03 / Connected ambition

Global projects

One idea. A world of possibilities.

A strong central idea, built to travel. I help teams connect brand launches, events and experiences across markets while leaving room for local culture.

How I can help
  • Global concepts & creative frameworks
  • Connected experiences across touchpoints
  • Creative leadership across teams & partners
Plan a global project ↗
04 / Independent perspective

Consultancy

A clearer direction. A stronger next move.

An experienced creative partner for the questions that shape what comes next. I work with leadership and creative teams to review ideas, sharpen the offer and develop talent.

How I can help
  • Creative reviews & strategic workshops
  • Agency offer, pitches & client relationships
  • Team structure, mentoring & creative culture
Explore consultancy ↗

A focused brief, a defined project or ongoing support. We agree the scope together.

Retrospective archive

Earlier projects / Circa 2016

From the archive.

A look back at projects from around ten years ago. Earlier ideas, brand worlds and experiences that helped shape the work I do today.

Archive / Earlier work

A retrospective selection of brand and experience projects.

Your next experience starts hereLet’s make
something matter.↗

A conversation. A clear next step.

Book a free 30-minute call ↗
neil@mrneilmason.com+44 (0)7808 722 158London. Working everywhere.
Explore Mason
Watch on Vimeo ↗