Location-Based Entertainment

Transformers: Autobots Alliance

Give the audience a mission.

Autobots Alliance turns the Transformers universe into an experience people can move through and participate in, connecting character encounters, interactive missions, artifacts and immersive cinema.

Role at the time: Senior Creative Director · NEON / CityNeon

My contribution

As Senior Creative Director at NEON / CityNeon, I provided art direction for the experiential concepts. Concept designer Ken Nguyen credits that work directly. I am also credited as director and co-writer on Transformers: Autobots Alliance, alongside writers John Barber and Nicholas Cooper.

The creative approach

The attraction casts visitors as recruits learning to identify Decepticon activity. Training gives the games, character encounters and immersive film a shared purpose: visitors have a role within the story.

Delivery

The experience combines physical environments and artifacts with AR, VR, interactive training and original screen content. Examples shown below include Make a Transformer, Weapon Identifier and Quest to Cybertron.

Scale and collaborators

Ken Nguyen documents a 15,000-square-foot experience with locations in China and South Korea. His experiential concept design sits alongside the work of the wider Hasbro and NEON / CityNeon teams. Screen collaborators include John Barber and Nicholas Cooper.

Sources: Ken Nguyen’s project credits · Screen credits