Scope of Work: Art Director
Project Overview
- The Art Director will lead the creative vision and visual execution of a 13,000-square-foot immersive experience based on existing The experience will feature high levels of theming, environmental storytelling, and cinematic design, translating animated film elements into a fully realized three-dimensional environment. Working within established IP guidelines, the Art Director will expand the world while maintaining visual continuity, brand integrity, and narrative cohesion.
Primary Responsibilities
Creative Vision & Art Direction
- Develop and oversee the overall art direction strategy for the immersive experience, ensuring a cohesive and compelling visual language across all environments.
- Translate 2D animated film aesthetics, characters, and worlds into 3D physical space, preserving tone, style, scale, and emotional impact.
- Expand the existing IP world through original environmental design while remaining faithful to established visual canon and brand standards.
- Define the look and feel of sets, scenic treatments, props, graphics, color palettes, materials, textures, and lighting intent.
World-Building & Theming
- Lead the world-building process, designing immersive environments that support narrative flow and guest experience.
- Ensure high levels of thematic detail and finish, including foreground, midground, and background elements.
- Collaborate closely with set dressing teams to ensure environments feel lived-in, layered, and authentic to the IP.
- Maintain visual continuity across the full 13,000 sq ft footprint, including transitions between zones and scenes.
Collaboration & Team Leadership
- Direct and collaborate with a multidisciplinary creative team, including illustrators, graphic designers, scenic designers, and set dressers.
- Provide clear creative direction, feedback, and approvals to ensure all design outputs align with the established art direction.
- Partner with producers, experiential designers, technical directors, and fabrication teams to ensure creative intent is achievable within scope, schedule, and budget.
- Act as the primary creative point of contact for visual decisions related to the experience.
Design Development & Deliverables
Oversee the creation and review of:
- Concept art and key visuals
- Environmental and scenic design illustrations
- Graphic and signage systems
- Set dressing plans and prop styling
- Color, material, and finish (CMF) palettes
- Review and approve all visual assets prior to fabrication and installation.
- Ensure consistency between concept, design development, fabrication, and final installation.
Brand & IP Stewardship
- Serve as a guardian of the brand and IP, ensuring all creative work adheres to brand guidelines and approved visual language.
- Collaborate with Netflix stakeholders to align on approvals, creative direction, and brand integrity.
- Act as a creative ambassador for Experiences, maintaining high standards of quality and innovation.
Production Support & Oversight
- Provide creative oversight during fabrication and installation to ensure design intent is realized accurately.
- Participate in site walks, mock-up reviews, and install reviews as needed.
- Troubleshoot creative challenges that arise during production while maintaining design excellence.
Out of Scope (Unless Otherwise Agreed)
- Detailed architectural or engineering drawings
- Fabrication management or construction supervision
- Lighting, AV, or interactive systems design (creative input only)
Success Metrics
- Faithful and innovative translation of animated IP into immersive 3D environments
- High-quality, cohesive visual storytelling across all spaces
- Strong collaboration and leadership across creative teams
- Final experience meets brand standards and delivers a memorable, emotionally resonant guest experience