Emotion Creative is a narrative design studio specializing in storytelling for experiences. We develop guest experience narratives, stories, and scripts for themed entertainment, attractions, live entertainment, museums, and branded experiences.

Our work is built around the writers’ room model, bringing experienced narrative designers and writers together to explore ideas, solve creative challenges, and develop cohesive narratives from blue sky through launch.

Narrative design for experiences is the process of shaping how a story is experienced by an audience. For experiences, that can include story architecture, characters, worldbuilding, guest journeys, interactive storytelling, live entertainment, scripts, environmental storytelling, and the connections between different creative disciplines.

At Emotion Creative, we use narrative design to create experiences where story, environment, technology, media, live elements, and guest interaction work together to achieve your brief under one cohesive narrative vision.

A writers’ room is a collaborative creative process where multiple experienced storytellers develop and examine ideas together. Rather than relying on a single narrative perspective, the room creates an environment where participants can build on ideas, challenge assumptions, stress-test concepts, identify gaps, and uncover new creative possibilities in real time.

Emotion Creative applies this model to experience design, bringing the benefits of a collaborative writers’ room to attractions, themed entertainment, live entertainment, museums, and branded experiences.

Complex experiences involve many creative disciplines, stakeholders, and storytelling touchpoints. A writers’ room gives the project a dedicated team focused on making the narrative work across all of them.

The result can include more creative possibilities, earlier identification of narrative challenges, faster concept development, stronger narrative cohesion, and a more intentional guest experience, resulting in greater guest dwell time and spend, better brand affinity, and organic marketing.

We provide narrative design and story development for a wide range of experiences, including:

• Original and IP-based experiences

• Themed entertainment and immersive experiences

• Attractions and rides

• Live shows and entertainment

• Themed environments

• Seasonal and holiday events

• Interactive experiences like escape rooms and the adjacent

• Narrative-driven dining and retail experiences

• Branded experiences

• Museums and cultural experiences

Our narrative design and storytelling services include:

• Narrative direction

• Story development

• Show writing and scriptwriting

• Interactive storytelling

• Guest experience narratives

• Character and world development

• Narrative architecture

• Storytelling strategy

• Creative concept development

Services can be tailored to the needs and stage of each project.

Yes! Emotion Creative is designed to work collaboratively with existing creative, design, production, art, media, technology, and experiential teams.

We can join a project at the beginning of development or step in at a later stage to develop, strengthen, or carry the narrative forward. Our goal is to complement the expertise already in the room while providing dedicated narrative leadership and storytelling support.

The earlier narrative is part of the creative process, the more opportunities there are to better shape the experience. Emotion Creative can join during blue-sky ideation, concept development, design, scripting, production, or later-stage narrative refinement.

Early involvement allows the writers’ room to explore more possibilities and identify narrative opportunities and challenges before they become more difficult to address.

Yes. We develop narratives for both original concepts and experiences built around existing intellectual property and brands.

For IP-based projects, we consider the established characters, worlds, tone, audience expectations, and brand values while developing an experience that feels authentic to the source material and purposeful for the guest.

Strong narrative gives guests a reason to care. Story can create emotional connections and stakes, guide attention, establish a sense of place, give meaning to interaction, and connect individual moments into a larger experience.

When narrative is considered across the guest journey, different creative elements can work together to create an experience that feels cohesive, immersive, and memorable.

Narrative design works alongside the other disciplines responsible for bringing an experience to life. Writers and narrative designers can collaborate with art, architecture, media, technology, experience design, production, and other creative teams throughout development.

The writers’ room helps establish and maintain the narrative vision while giving other disciplines a clear story foundation to build from.

Can Emotion Creative help with an existing concept?

Emotion Creative provides creative leadership, narrative design, and storytelling expertise. Depending on the project, that can include writers, narrative designers, and creative leadership working collaboratively as a writers’ room.

Emotion Creative also has many partners. The team structure can scale to the project's needs, from focused narrative development to a production team supporting a complex experience.

The size of a writers’ room depends on the project, timeline, and scope. Emotion Creative can assemble a focused team for a specific narrative challenge or a larger room to support complex, multidisciplinary projects.

The goal is to bring the right combination of narrative experience and perspectives to the work.

Projects begin with a conversation about your experience, creative goals, audience, timeline, and current stage of development. From there, Emotion Creative can recommend the appropriate narrative design services and team structure for the project.

Whether you need a single script, narrative direction, story development, or a collaborative writers’ room, we can tailor the engagement to your needs.