Creativity in Captivity DAVE GOODMAN: Creative Experiences
Jan 15, 2026
Dave Goodman, a veteran creative strategist and experience designer who led entertainment at Disney and global events. He talks about translating IP into live experiences. He explores balancing brand protection, safety and emotional impact. He discusses designing for diverse cultures, pitching big experiential ideas, and how AI and collaboration shape creative work.
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Design For The IP’s Emotional Promise
- Design experiences to deliver the IP's emotional promise consistently across touchpoints.
- Guide partners through execution to protect brand standards and guest feelings.
Emotion Is The Primary Design Goal
- Experiences must target emotion first, not just spectacle, to make guests want more.
- Hitting a wide emotional and demographic range ensures someone always connects with the moment.
Customize For Culture, Keep Brand Core
- Customize experiences for culture and market rather than copy-pasting global designs.
- Respect local values while keeping the brand essence intact.
