Framestore has reinforced its Immersive team with the appointment of three senior leaders to support its expanding slate of innovation-led projects across themed entertainment, cultural attractions, and digital storytelling. The hires come as the London-based creative studio scales its efforts to meet growing global demand for high-end, location-based experiences.
Yush Kalia and Dan Lavi join the division as executive producers, bringing a combined depth of experience across immersive media, interactive storytelling, and creative technology. Maximilian McNair MacEwan steps in as head of strategic partnerships, Immersive, with a remit to expand Framestore’s client and industry network in alignment with its long-term vision for experiential content delivery.
High-Calibre Talent Enhances Technical and Creative Capabilities
Kalia, with over a decade of experience working at the intersection of immersive technology and brand engagement, brings strong credentials in augmented reality, virtual reality, and mixed media production. His portfolio includes collaborations with global names across entertainment and sport, showcasing a refined ability to blend narrative depth with interactivity.
Lavi, meanwhile, brings 16 years of cross-sector expertise. As a founding partner of Koffeecup, a digital production agency known for experimental formats, he helped pioneer interactive design for clients such as Meta and Burberry. His background spans studio operations, digital tool development, and educational program design, making him a versatile addition to Framestore’s leadership bench.
Together, Kalia and Lavi bolster Framestore’s ability to deliver large-scale, complex projects that integrate cinematic storytelling with immersive hardware and spatial computing.
Strategic Partnerships to Drive Market Positioning
In parallel, MacEwan’s appointment marks a focused push to deepen industry ties and identify new partnership opportunities. With responsibility for growing Framestore’s immersive presence across multiple verticals, he will play a central role in securing pipeline continuity and aligning business development with emerging client needs. His role acknowledges the increasing convergence of technology, IP, and live experiences in contemporary media ecosystems.
These hires come amid a period of significant momentum for Framestore’s Immersive team. Recent projects have pushed the boundaries of themed design and visitor engagement, with the studio leveraging its visual effects heritage to craft experiences that blend physical environments with dynamic digital layers.
Evolving the Future of Location-Based Storytelling
Framestore’s growing footprint in immersive entertainment reflects broader shifts in the media and attractions industries, where digital-first storytelling, real-time environments, and gamified experiences are reshaping guest expectations. The company’s Immersive division now works across sectors including theme parks, museums, retail destinations, and next-gen entertainment venues.
By integrating production talent with business development capabilities, Framestore is positioning itself as a creative partner capable of delivering both narrative vision and operational scalability. The expansion of its Immersive leadership underscores its long-term commitment to innovation, client collaboration, and cross-disciplinary execution.
As visitor experiences become more interactive, adaptive, and technologically rich, Framestore’s investment in talent and partnerships ensures it remains a leading force in redefining how stories are told across physical and digital worlds.
