In this series, we ask Imagination talent all about the experiences that have made them who they are. This month we spoke to Zac Gould, Creative Director – Experience Design from our Dubai studio.
A bit about me…
I’m someone who thrives on stories, whether that’s on the pitch, on screen, or through the spaces I help design. Sport and film have shaped how I think about teamwork, timing, and emotion, while my family keeps me grounded and inspired every day. I’m also an expat investor, having built a small property portfolio across Dubai and the UK, which gives me a hands-on perspective on design, value, and long-term planning. Above all, I’m endlessly curious about experiences, how people interact with spaces, stories, and moments. I love finding ways to make those interactions feel effortless, surprising, or memorable.
The creative experience that influenced me the most…
Visiting Bali. The energy of the place, the calm, the spirituality, and the completely different pace of life have had a profound effect on me. I can’t say I’ve been anywhere else that made me feel quite like that: it was both peaceful and inspiring, reminding me of the importance of atmosphere, emotion, and sensory storytelling in the experiences I create.
My industry hero is…
Hans Zimmer. Whilst he’s technically from a different industry, I see him as the most amazing storyteller. His iconic movie scores live on outside of just film. His work proves how creativity, when done well, can transcend its medium and stay with people on a deeply emotional level. That’s exactly the kind of lasting impact I aim for in experience design.
The piece of work I’m most proud of…
The Adidas Nite Jogger Launch in an abandoned warehouse at Dubai Port. It was one of the first big projects I led as a creative, and it really marked the start of my journey in this industry. I had complete freedom to build the event I envisioned, raw, atmospheric, and immersive – and seeing it come to life was a defining anchor point in my career in experience design.
The piece of work that makes me cringe…
I once designed a retail stand for a ginger beer company that had a polar bear at the heart of it. Yep. Nothing more to add. What did I learn…polar bears at scale are tall.
The experience I wish I had created…
The Rain Vortex at Changi Airport in Singapore. It’s such a bold and beautiful idea, combining architecture, engineering, and nature into a living landmark that people remember long after they’ve passed through. It proves that even functional spaces like airports can be transformed into emotional, awe-inspiring experiences.
Advice to my 18-year-old self…
Take risks earlier. The “safe” path is rarely the one that shapes you.
What’s next?
On a personal level, I’m about to become a father for the second time; our new arrival is due in just a couple of months. With two under 14 months, it could be the most challenging (and rewarding) project yet.
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