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ERIC HOFF
TAIT
(formerly Thinkwell Group)
Since 2017, Eric has served as Creative Director at TAIT (formerly Thinkwell Group). Eric connects guests with stories and ideas through guest experiences in a variety of ways. Eric works closely with designers, artists, and project managers to create a vision for each project and to ensure that the vision is properly executed, from concept to completion. Eric also plans and oversees the creative process and gives guidance to internal project teams and creative teams that work with him.
TAIT
Warner Bros. World Abu Dhabi
Eric works with clients, IP-holders, and other stakeholders for numerous aspects of the Warner Bros. World Abu Dhabi theme park and its surrounding resort property. Most of Eric’s work on Warner Bros. World Abu Dhabi is under NDA. Please click on the adjacent picture to see images and video of the world’s largest indoor theme park (upon opening.)
SeaWorld Abu Dhabi
For SeaWorld Abu Dhabi, Eric served as the initial creative director and show writer for numerous live experiences, including A Pearl Diver’s Life, The Fisherman and the Mermaid, Dolphin Presentation, and Sea Lion Presentation.
Currents:
Niagara's Power Transformed
For Currents, Eric synthesized input from dozens of stakeholders, historians, scientists, and other creative directors to craft a narrative and script that visually guides guests through the evolution of one of the most iconic hydro-power plants in the world. Notably, this script and concept was unanimously approved by all stakeholders upon its first presentation. Additionally, Eric worked closely with the animation studio that developed the visuals for the guest experience, installed with dozens of projectors in the historic turbine engine room of the power plant.
Warner Bros. Studio Tour Tokyo
For the WB Studio Tour Tokyo - The Making of Harry Potter, Eric developed creative concepts, wrote guest experience narratives, scripts, and other creative documents for numerous venues throughout the tour, including the Art of Sound, Creature Shop, and Quidditch “Extras” Interactive.
Warner Bros. Studio Tour Hollywood, Stage 48,
Welcome Center, and Guest Experience Finale
In Hollywood at the WB Studio Tour, Eric served as Creative Director for one of Stage 48’s final experiences, where guests experience Foley sound design, ADR, and post-production sound design elements in an interactive space. Each station allows for hands-free interaction, with careful sensitivity to the ever-changing nature of guest experience post-Covid. Additionally, Eric served as the on-site Creative Director for the tour’s Welcome Center and Finale, featuring immersive experiences related to Harry Potter and the DC Universe.
The Storm Coaster: DXB
A first of its kind coaster in Dubai, The Storm ascends 50 meters high inside the Dubai Hills Mall. Eric developed the concept, wrote the guest narrative, and guided a team of designers and technicians in the concept package which then was developed by the client, EMAAR, through opening day.
Fernbank: Wildwoods AGLOW
For Wildwoods AGLOW in Atlanta, Eric provided creative direction to develop the overall dramaturgical concept that guides the guest experience, with input from museum historians, ecologists, curators, and exhibition designers.
Google Experience Centers
Google Experience Centers create unique, themed, interactive B2B guest journeys for C-suite executives intrigued by Google’s product line and offerings. As creative director, Eric worked closely with Google’s Experience Design Studio for numerous centers globally, from concept to completion. Please click on the image to see an example of Google’s Experience Centers and Thinkwell’s work.
At TAIT, Eric is Creative Director for a variety of experience design projects, ranging from full scale theme parks, touring exhibitions, immersive branded experiences, theatrical live events, and educational facilities.
While most of Eric's current portfolio is under NDA, the range of work opportunities
TAIT provides is reflected in the image selection below.
Thinkwell Group: Text
Thinkwell Group: Gallery
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