Interview with Mark Lofthouse

Ben O'Hara

Director and Co-Founder

February 27, 2023

What has been your favourite project so far?

Anyone who knows me, knows that I’m a huge Halloween fan. So being able to work with Drayton Manor and Chester Zoo on their Halloween offerings was brilliant. Both projects were complex and unique! Chester Zoo’s Luna’s Lost Spell AR Trail was my first real look at using mobile-based AR, and the audience loved it! The Haunted Express immersive audio experience opened to rave reviews, and it really was just a great overall experience.

How do you think the industry is changing and what new trends should we be keeping an eye on?

It’s evident that the word ‘immersive’ is banded around a lot lately, but I do firmly believe more tech-influenced immersive experiences will pop up. This could either be in the form of augmented reality, lighting projections and SFX, or even the introduction of the Metaverse. Tech is on the rise and so is the entertainment industry – it’s only a matter of time before these two worlds FULLY collide.

You were instrumental in the creation of our company values. Which is your favourite and why?

For me, the favourite is ‘Give A Shit’. It covers both internal and external perspectives. We care about what we do and how we do it. We care about one another and create the very best work we can. We care about developing strong relationships with contractors and clients alike. So for me, this is my favourite.

What’s been the most outstanding memory of your first year with The Business Creative?

There has been so much that has been done within one year at The Business Creative. I think one of the main outstanding memories was the whole team being together for the first time. Working remotely, it’s hard to understand how the dynamics can work within a group – there’s nothing better than meeting face to face. It was such a relief that when we all met up face to face, it was a perfect mix of personalities and energy. It just felt right.

What does the future have in store for The Business Creative?

Without giving too much away, behind the scenes The Business Creative team have been working on some absolutely epic projects in new areas that as a business, haven’t been touched. There are new avenues and ways of working that will absolutely sky rocket the company into new trajectories and it’s really exciting to see!

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