Stitches
Stitches
Scare Maze
Scare Maze
New seasonal Halloween attraction.
My Role
My Role
Creative Lead
Concept Development
Agency Collaboration
Narrative Creation
Branding & Assets
Content Creation
Creative Lead
Concept Development
Agency Collaboration
Narrative Creation
Branding & Assets
Content Creation
Concept & Development
During testing, we trialled multiple film genres within an existing maze, with creepy dolls emerging as the highest-scoring theme. Previous feedback also showed that guests respond best to creature-led experiences with simple, quickly grasped narratives. In response, I proposed a scare maze set in a toy shop run by a twisted owner, the Toymaker. Having watched children abuse her toys, she now sought revenge on them as adults.
Guests received a short backstory in the pre-show before being invited on a ‘backstage tour’ of her factory. Entering through the staff entrance, they descended into the workshop’s depths, where they encountered her grotesque experiments, half-human and half-toy creatures out for revenge.
I created the full narrative, scripts, storyboards, and visual references, drawing on pop culture influences, then worked with a creative agency, the entertainments team, operations, and safety teams from brief through to delivery. My role spanned story, sets, costumes, lighting, sound, and marketing assets to ensure a consistent creative vision throughout.
Guest Journey
Guest Journey
Entering through a quaint toy shop, the backstage tour drew guests into the factory’s inner workings, from stuffing rooms to Christmas preparations and discarded rejects, each space unveiling a darker experiment than the last.
Entering through a quaint toy shop, the backstage tour drew guests into the factory’s inner workings, from stuffing rooms to Christmas preparations and discarded rejects, each space unveiling a darker experiment than the last.
Delivery & Impact
Delivery & Impact
The maze combined detailed theming with layered sound, lighting, and practical effects, supported by carefully designed hiding spaces for actors to deliver high-impact jump scares. The result was an attraction that balanced fear and fun, hitting guests with scares that were chilling, creepy, and laced with dark humour, while remaining fully accessible.
Stitches debuted with a guest score of 8.7 and achieved the highest revenue of any scare maze to date, later winning Gold for Best New Entertainment at the UK Theme Park Awards.
The maze combined detailed theming with layered sound, lighting, and practical effects, supported by carefully designed hiding spaces for actors to deliver high-impact jump scares. The result was an attraction that balanced fear and fun, hitting guests with scares that were chilling, creepy, and laced with dark humour, while remaining fully accessible.
Stitches debuted with a guest score of 8.7 and achieved the highest revenue of any scare maze to date, later winning Gold for Best New Entertainment at the UK Theme Park Awards.
Reveal Video
Drove the launch and kept momentum for Stitches, leading briefing, storyboarding, scripting, set design, build, and shoot direction in collaboration with freelance creatives and the entertainments team.
Maze Audio
The Toymaker’s presence ran through the maze, from distorted safety warnings to taunts on the factory floor. I wrote the script and commissioned the voiceover, stitching menace with dark humour.
0:00/1:34
0:00/1:34
0:00/1:34
Maze Audio
The Toymaker’s presence ran through the maze, from distorted safety warnings to taunts on the factory floor. I wrote the script and commissioned the voiceover, stitching menace with dark humour.
0:00/1:34
0:00/1:34
0:00/1:34
0:00/1:34
0:00/1:34
0:00/1:34
Brand Copy
Brand Copy
Step into the disturbing realm of Howell’s Toy Emporium, where charming memories of childhood twist into a harrowing nightmare. Join the Toymaker as she opens the doors to her workshop and gives you a blood-curdling snippet into the inner-workings of her factory. Keep your wits about you though, we’ve a feeling you'll uncover some sinister revelations within…
As you step into the quaint toy shop, a wave of nostalgic warmth embraces you. But be warned, beneath the innocent exterior lies a malevolent secret, an evil that awakens within the deranged toys when the lights go out. Conjure your bravery as you navigate the eerie corridors of this malevolent toy factory and witness your cherished childhood companions morph into tormentors before your eyes.
This sinister scare maze will shatter your perception of innocence and plunge you into your worst nightmare! Enter 'Stitches' if you dare, for once you cross the threshold, there's no retreat from the horrors that lie within... Will you outwit the clutches of the Toymaker’s wicked creations, or are you destined to become a permanent resident of her collection?
Step into the disturbing realm of Howell’s Toy Emporium, where charming memories of childhood twist into a harrowing nightmare. Join the Toymaker as she opens the doors to her workshop and gives you a blood-curdling snippet into the inner-workings of her factory. Keep your wits about you though, we’ve a feeling you'll uncover some sinister revelations within…
As you step into the quaint toy shop, a wave of nostalgic warmth embraces you. But be warned, beneath the innocent exterior lies a malevolent secret, an evil that awakens within the deranged toys when the lights go out. Conjure your bravery as you navigate the eerie corridors of this malevolent toy factory and witness your cherished childhood companions morph into tormentors before your eyes.
This sinister scare maze will shatter your perception of innocence and plunge you into your worst nightmare! Enter 'Stitches' if you dare, for once you cross the threshold, there's no retreat from the horrors that lie within... Will you outwit the clutches of the Toymaker’s wicked creations, or are you destined to become a permanent resident of her collection?
“Attention to detail is outstanding, no inch of the maze wasn't themed.”
“Attention to detail is outstanding, no inch of the maze wasn't themed.”
Theme Park Guide
Theme Park Guide
Maze Audio
The Toymaker’s presence ran through the maze, from distorted safety warnings to taunts on the factory floor. I wrote the script and commissioned the voiceover, stitching menace with dark humour.
0:00/1:34
0:00/1:34
0:00/1:34
Visual Identity
Visual Identity
Partnered with agencies to deliver high-impact photography and branding, ensuring creative consistency across the attraction and marketing.
Partnered with agencies to deliver high-impact photography and branding, ensuring creative consistency across the attraction and marketing.
Brief & Inspiration
Concept & Development
Concept & Development
During testing, we trialled multiple film genres within an existing maze, with creepy dolls emerging as the highest-scoring theme. Previous feedback also showed that guests respond best to creature-led experiences with simple, quickly grasped narratives. In response, I proposed a scare maze set in a toy shop run by a twisted owner, the Toymaker. Having watched children abuse her toys, she now sought revenge on them as adults.
Guests received a short backstory in the pre-show before being invited on a ‘backstage tour’ of her factory. Entering through the staff entrance, they descended into the workshop’s depths, where they encountered her grotesque experiments, half-human and half-toy creatures out for revenge.
I created the full narrative, scripts, storyboards, and visual references, drawing on pop culture influences, then worked with a creative agency, the entertainments team, operations, and safety teams from brief through to delivery. My role spanned story, sets, costumes, lighting, sound, and marketing assets to ensure a consistent creative vision throughout.
During testing, we trialled multiple film genres within an existing maze, with creepy dolls emerging as the highest-scoring theme. Previous feedback also showed that guests respond best to creature-led experiences with simple, quickly grasped narratives. In response, I proposed a scare maze set in a toy shop run by a twisted owner, the Toymaker. Having watched children abuse her toys, she now sought revenge on them as adults.
Guests received a short backstory in the pre-show before being invited on a ‘backstage tour’ of her factory. Entering through the staff entrance, they descended into the workshop’s depths, where they encountered her grotesque experiments, half-human and half-toy creatures out for revenge.
I created the full narrative, scripts, storyboards, and visual references, drawing on pop culture influences, then worked with a creative agency, the entertainments team, operations, and safety teams from brief through to delivery. My role spanned story, sets, costumes, lighting, sound, and marketing assets to ensure a consistent creative vision throughout.
Video Content
Launch Video
Launch Video
Drove the launch and kept momentum for Stitches, leading briefing, storyboarding, scripting, set design, build, and shoot direction in collaboration with freelance creatives and the entertainments team.
Drove the launch and kept momentum for Stitches, leading briefing, storyboarding, scripting, set design, build, and shoot direction in collaboration with freelance creatives and the entertainments team.
“Stitching Quality & Creativity Together.”
“Stitching Quality & Creativity Together.”
Attraction Source
Attraction Source
Brand Copy
Step into the disturbing realm of Howell’s Toy Emporium, where charming memories of childhood twist into a harrowing nightmare. Join the Toymaker as she opens the doors to her workshop and gives you a blood-curdling snippet into the inner-workings of her factory. Keep your wits about you though, we’ve a feeling you'll uncover some sinister revelations within…
As you step into the quaint toy shop, a wave of nostalgic warmth embraces you. But be warned, beneath the innocent exterior lies a malevolent secret, an evil that awakens within the deranged toys when the lights go out. Conjure your bravery as you navigate the eerie corridors of this malevolent toy factory and witness your cherished childhood companions morph into tormentors before your eyes.
This sinister scare maze will shatter your perception of innocence and plunge you into your worst nightmare! Enter 'Stitches' if you dare, for once you cross the threshold, there's no retreat from the horrors that lie within... Will you outwit the clutches of the Toymaker’s wicked creations, or are you destined to become a permanent resident of her collection?
Print & Design
Print & Design
I designed a number of brand assets and guidelines to produce signage, uniform, theming and merchandise.
I designed a number of brand assets and guidelines to produce signage, uniform, theming and merchandise.
Creative Lead
Concept Development
Agency Collaboration
Narrative Creation
Branding & Assets
Content Creation
Creative Lead
Concept Development
Agency Collaboration
Narrative Creation
Branding & Assets
Content Creation