Direction, not novelty,
is the scarcest resource.
Most organisations don't lack innovation - they lack honest direction. If you're an agency owner, studio leader or entertainment exec ready to embrace bigger thinking, win at the top end, and build truly innovative work - let's talk!
Entertainment, culture and technology have collapsed into one operating space. AI has made content cheap, platforms fragmented, and attention a commodity. Clients, brands and boardrooms want "world first", but what they actually need is big ideas that land, last, and drive sustained value. Direction, not novelty, is now the scarcest resource in the experience economy.
I help agency founders, studio leaders and entertainment execs create the conditions for ambitious, innovative work to thrive. I bring clarity that unlocks bold decisions, stronger client relationships, and experience strategies that matter. Together we cut through the noise, evaluate what's relevant, and direct resources toward building the really big ideas properly.
I embed in agencies, studios and organisations, bringing two decades of pattern recognition across entertainment, culture and large-scale experiences. I’m frank about what’s working and what isn’t. No consultancy language. No decks designed to avoid difficult conversations. If something won’t work, I say so early - while there’s still time to change course.
That honesty helps clients move faster, take bigger bets, and deliver commercially successful work - grounded in Purpose, driven by Passion, and measured by Impact.
Clients don't buy decks. They buy certainty under pressure. I help you define the narrative, sharpen the bet, and walk clients toward braver decisions.
Exec-ready direction, clearer "why this, why now" cases, and language clients can repeat internally.
Most projects don't fail in delivery - they fail in alignment. I help you get to the real brief faster, so you don't bleed margin in revision cycles.
Decision frameworks, stakeholder alignment, and early red flags surfaced while they're still fixable.
The goal isn't just launch impact - it's sustained momentum. I help you design experiences, platforms and programmes that build long-term value - commercially and culturally.
Platform thinking, scalable formats, and compounding experience strategy.
Bold work needs constraints - otherwise it's just expensive imagination. I help teams keep the magic and deliver the thing.
Delivery-informed creative strategy, trade-off decisions made with intent, and clarity on what must be true for success.
AI accelerates production. It doesn't create meaning. I help you separate signal from hype and use technology only when it serves the human outcome.
Clarity on what AI is for (and what it isn't), sharper experience logic, and less theatre, more value.
Tommy Lexen has spent 20+ years shaping the future of entertainment, culture and experience across four continents - delivering work at the intersection of creative ambition, strategy and operational reality. Former Managing Director & Chief Creative Strategist at Immersive International (Fast Company's #8 Most Innovative Company in the World), he has led work spanning World Expos, opening ceremonies, permanent cultural destinations and entertainment platforms, including the UK Pavilion for Expo 2025 Osaka, the Mobility Pavilion at Expo 2020 Dubai, and strategic work for NEOM and Qiddiya.
He is also co-founder of ROARR - a world-record-breaking, purpose-driven entertainment platform redefining the relationship between culture, community and impact at scale. His track record includes producing some of the world's most ambitious immersive experiences at the Tony and Olivier award-winning 59 Productions, including Palace in Motion at Qasr Al Watan Abu Dhabi - the (then) largest permanent projection-mapping show created - alongside major works for the Metropolitan Opera, Smithsonian National Museum of Asian Art, and Royal Opera House Muscat.
Selected projects and interviews showcasing my work across entertainment, culture and experience.
