Designing shared emotional experiences

There was a time when a movie title sequence was just the moment you grabbed your popcorn and waited for the real show to start. But in the mid-90s and early 2000’s, that changed forever with films like Seven and shows like Mad Men and Stranger Things. The title sequence became a prologue—a metaphor for the film itself.

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Our guest today, Mikon van Gastel, was right there in the trenches of that revolution. After a formative and intense education at the Cranbrook Academy of Art—where the only teachers were artists in residence and your toughest critics were your peers—Mikon cut his teeth at the legendary studio Imaginary Forces.

Today, Mikon is the Co-Founder and Chief Creative Officer of Sibling Rivalry, a hybrid brand studio and production company he founded with his best friend, Joe Wright. They’ve built a reputation for work that blurs the lines between branding, storytelling, and architecture.

In this episode, we explore the sheer scale of modern experience design. Mikon takes us behind the scenes of his work for the Sphere in Las Vegas—a venue he calls the “Champions League of content creation”. We discuss how to design for shared emotion, balancing the “collective gasp” of a 20,000-person audience with moments of intimate connection.

We also dig into the business of creativity. Mikon opens up about the “sleepless nights” of running an agency in a project-based economy and how he refuses to transition fully into a management role, preferring to write treatments and stay hands-on with the work on nights and weekends.

Whether you are designing software interfaces or directing films, Mikon’s philosophy on collaboration and stripping away the noise to serve the core idea is something we can all learn from.

Bio

Mikon van Gastel is Director, CEO, and Co-Founder of creative agency Sibling Rivalry, based in New York and Miami. Originally from Holland, he earned his MFA from Cranbrook Academy of Art before launching his career at Imaginary Forces, where he designed award-winning title sequences for feature films and theatrical trailers.

Van Gastel’s work spans multiple disciplines, with notable projects in architecture and experience design including MoMA’s interactive signage system, BMW World in Munich, the digital displays at Santiago Calatrava’s World Trade Center Oculus, and most recently, immersive films for the world’s first keynote inside The Sphere in Las Vegas. He also created a VR series with renowned curator Paola Antonelli.

He continues to direct commercial campaigns and product launches for major brands including Apple TV+, Ford, Google, Target, BVLGARI, and Vogue, working with high-profile talent such as Drake, Taylor Swift, Lionel Messi, and Lewis Hamilton. Van Gastel speaks internationally about design integration and emerging industry trends at cultural and educational institutions worldwide.

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