For this edition of our monthly interview, we spoke with a professional who began his career as a creative director in film for Walt Disney Studios and evolved into themed entertainment within the company. After several experiences with his own design studios, this meticulous imagination professional joined the Middle East and Africa team of Atkins Réalis, a global design, engineering and project management organization. Don’t miss his insight into the keys to successfully performing the duties of a creative director.
Amusement Logic: After studying Graphic Design, your career began as a creative art director in the audiovisual sector, with companies as important as Pepsi, DELL, GE, 3M and others. Which of the projects you worked on would you highlight and why?
Bradley Z. Caruk: That was a long time ago, but I remember one project for DELL. Computers were just beginning to invade our lives/careers. We did a multi-screen AV show for about 1500 people. I created some animation sequences with over two hundred slide projectors controlled by an AVL Genesis computer. Had to learn it all on the fly. We were bleeding edge back then, pulling many all-nighters just for a few seconds of wonder! It was worth it. This was my introduction to the “guest experience” even though I didn’t know what that meant yet.
A.L.: That long career led you to become a concept artist and an art director at Walt Disney Studios eventually moving from Film into Theme Parks with Imagineering and Entertainment. How was that and what were your jobs?
B.Z.C.: I had now successfully built up several of my own companies in the creative field but was still looking to work alongside the best of the best. Film was getting my foot into the door. That was a dream come true, drawing hundreds of concepts for sets, props etc. but there was something about themed entertainment that I felt to be the most challenging of all. I thought I was on top of the world. I was pretty fortunate up until now but was now part of something that was not just about selling a product or promoting an idea. It was about building memories, creating unforgettable moments in time. By this point, my job was essentially being the design guardian to some amazing projects and ensuring they turn out exactly as envisioned or even better than that. It was a lot of stress but I enjoyed it immensely. Still do! I finally realized my job is my hobby and my hobby is my job. It doesn’t get any better than that, right?
A.L.: You were also in the game dev world for quite some time. Why was that?
B.Z.C.: I saw a massive appeal and needed to be a part of it; understand it. I could see that one-day games would merge with venues like theme parks. We are so close now. Games allow you to create/build anything in a virtual world with no worries about real-world concerns with structure, construction limitations, electrical, etc. etc. It was paradise but still with its own limitations; Hardware, OS’s, crashes, reboots and graphics cards, remember voodoo graphics cards? Anyway today, the two go hand in hand.
A.L.: At the same time, you again started another design company, Bradley Caruk Design Ltd. Why?
B.Z.C.: This was out of necessity at this point. COVID hit our industry hard, but fortunately I had been cherry picked for several themed entertainment projects in China and took on some contracted owner representative roles. The responsibilities were intense.
A.L.: In 2021, you joined Atkins Réalis as Global Director of Creative, Theming and Show Design for the Middle East and Africa. How did you come to this position?
B.Z.C.: My name was put forward by the client to Atkins. Six months later I was onboard and working exclusively on Six Flags Qiddiya City Theme Park. Didn’t realize the opportunity at the time but it has become one that I don’t think any creative director in our industry has had the privilege to do.
A.L.: What does a global creative director do in a large company such as Atkins Réalis?
B.Z.C.: As an LDC, Atkins Réalis has expanded its offerings to include creative development in themed entertainment. My responsibility is to build confidence with the client and to create the best guest experiences possible. I work in many different time zones, with many different cultures so I need to adapt my days accordingly. My job is to essentially keep it fresh, support other team members with their ideas and build on the business of creativity.
A.L.: What are the challenges when focusing your work on a geographical area such as the Middle East?
B.Z.C.: The Middle East is young with this type of development, but some of the world’s biggest projects are here. There is a lot of sharing knowledge from past experience and bringing that knowledge to the front line so that mistakes are avoided. We are doing things here that have never been done before. A lot has changed here in the past five years. This place will be an international destination, no doubt.
A.L.: What are the fundamentals of your design and theming work? Where do you get the inspiration to produce your designs?
B.Z.C.: There are some points I live by. As the ability to listen; too many creatives love to hear themselves talk. Be relentless. Keep searching for the next big idea; it is a chase that never ends. Think like a kid; we grow up too soon! Color over the lines; look at things upside down. Always be curious. Don’t let anything stop you; this will make you better and better. Check your ego at the door, keep a leash on it; we are never as good as we think we are. Be humble. Learn from others and take responsibility for your mistakes. Instill excitement. Paint the verbs, not the nouns.
A.L.: Could you tell us about the projects in the pipeline for the immediate future?
B.Z.C.: With projects like The Line, Mukaab, Qiddiya City, and a few more theme parks we certainly have our hands full.
A.L.: How do you see the future of the leisure sector in the Middle East?
B.Z.C.: For years, China was the hot spot for this type of development but now it’s over here. Clearly oil is not going to be the commodity it once was. That seems to be understood, so making this a destination is certainly a smart direction. It’s exciting and we’re happy to be a big part of it!
