Brian Allen joins Disguise as VP of Creative Services
Immersive Experiences
Brand Experience
Disguise has appointed Illuminarium co-founder and immersive entertainment pioneer, Brian Allen, as its VP of Creative Services. In this role, Allen will lead the continued growth of Disguise’s creative services division—delivering innovative content solutions that empower clients to realize their boldest ideas across virtual production, broadcast, and immersive installations.
Bringing more than a decade of experience designing at the intersection of storytelling and cutting-edge technology, Allen has shaped immersive experiences for major brands and cultural icons. His past work includes immersive art venue Illuminarium, the American Express “UNSTAGED: Taylor Swift Experience,” National Geographic’s Genius: Studio, and more.
My true passion is storytelling. In this new role, I get to work with some of the best technology in the world, as well as Disguise’s global team of talented artists and technologists to help our clients meet the unique demands of each project and deliver stories that make audiences feel something.
VP of Creative Services, Disguise
Beginning his career at RadicalMedia, Allen has worked on Emmy and Cannes Lions award-winning projects across augmented and virtual reality, LED displays and interactive projections. Later, as co-founder of Illuminarium, Allen spearheaded the creation of multisensory venues featuring one of the world’s largest projection canvases and set new standards for large-format immersion.
Now at Disguise, Allen brings his creative and technical expertise to a world-class team of creative technologists who have been redefining the possibilities of immersive media for over a decade. His leadership will further strengthen Disguise’s ability to deliver boundary-pushing content and tailored creative strategies for clients worldwide.
“Brian is an expert when it comes to bespoke immersive storytelling and complex technical workflows,” says Sarah Lewthwaite, VP of Customer Excellence at Disguise. “We are excited to welcome him as we continue building a global creative team that helps studios, brands, and broadcasters craft unforgettable visual experiences.”
On April 9, Allen will appear on a panel at Adweek’s “Road to Creative 100”, an exclusive event for creative producers and agencies to explore the tools and tech behind immersive productions. With fellow industry leaders, he’ll discuss how emerging technologies like artificial intelligence and AR are reshaping the creative process and how creators can use them. Details below:
Event: Adweek’s Road to Creative 100
Panel: Innovation & Imagination: The New Creative Process
Date: April 9, 2025
Time: 2-5 p.m. CST
Location: ARC Studios, 11 Willow Street, Suite 2, Nashville, TN 37210
Sign up for the event here.