How Alex Wills left their lane.
Alex Wills built content studios at AKQA and R/GA, moved into immersive technology at The Mill and Disguise – then co-founded Interval in 2026.
Alex Wills started out as a 3D and motion designer.
Over more than a decade at AKQA and R/GA, he helped build content studios and worked on global projects for brands including Nike, Google, Beats by Dre and Siemens. The work increasingly pushed beyond conventional digital campaigns into experiences that combined content, technology and physical interaction.
That shift took him deeper into immersive technology.
At The Mill, where he became Chief Experience Officer, Wills worked on new forms of audience and brand experience. He also worked closely with Magic Leap as it brought its first spatial-computing product to market, including a launch conference featuring Snow Crash author Neal Stephenson.
In 2022, he joined Disguise as Chief Experience Officer and Head of Metaverse Solutions. There, he helped build its experience-design capability as the company expanded from live events into virtual production, location-based experiences and immersive spaces. His work included projects connected to Lightroom, Intuit Dome and Sphere in Las Vegas.
Those projects changed the scale of the design problem.
A venue such as a stadium, museum or cultural space is increasingly expected to do more than one thing. It might need to become a concert venue, exhibition space, members’ club or immersive environment – sometimes within the same day. Wills came to believe that technology, content, brand and physical space were too often designed separately, then forced together late in the process.
In 2026, he co-founded Interval to tackle that problem earlier.
The experience advisory and design lab works with organisations developing adaptive spaces, bringing those dimensions together before the building or technology dictates what the experience can become. Wills describes the approach as Total Experience Design – starting with what people should feel and do, then working backwards into space, content and technology.
He also advises creative AI company nilor and sits on the CoSTAR Foresight Board, contributing to wider thinking about how creative practice is changing as technologies converge.
Wills started his career designing what went inside the frame.
Now he is designing the conditions around the experience itself.
Previously with <Alex Wills>
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