The online home of Creative Director and Technologist, Alexander Horton. I provide creative direction and consultancy to the Entertainment, Marketing and Design industries. Specialising in creating and execution of memorable an innovative interactive experiences whether Virtual or Physical..

All content is property of its respective owners and is here for the purpose of promoting professional services
 
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EXPERIENTIAL

I specialise in the intersection of tech and  physical experiences for brands and entertainment.  A deep understanding of game and product design provides clear decision making and leadership.

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VIRTUAL

20 years of working with realtime computer graphics technologies in games and experiences, I know tech and techniques inside out.

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INTERACTIVE

 Turning creative into great experiences that work requires a deep understanding of the spectrum of interactive disciplines  from UX to Story telling.

Creative and execution direction.

 

For the launch of the Nike React shoe in China Weiden and Kennedy teamed up with Unit9 to deliver a retro gaming treadmill experience, run through the world bouncing on clouds and collecting orange Nike boxes. Take your place on the leaderboard and share your custom takeaway movie.

 

 
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Agency: W+K
ProdCo. Unit9

Musical & creative direction.

 

The first of its kind, SoundSeeker uses AI to analyze three photos and compose a custom track. If that wasn’t enough, the AI even makes a custom video out of your photos. Learn how a team of developers, composers, music producers, engineers and Berklee College of Music helped Royal Caribbean bring it to life.

 

 

Agency:MULLEN LOWE USAprodCo:UNIT9

CREATIVE AND EXECUTION DIRECTION

 

This ground breaking experience took groups of 60 people into an animated virtual world. Inside guests were first revealed the exterior with the creation story told by a live presetation from the designer Ian Callum.  finally the vehicle interior builds around the guest to give them a virtual drivers seat in the concept vehicle. 

 
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agency: JAGUAR LANDROVER

prodCo:IMAGINATION + REWIND

Creative and Execution direction.

 

Working with Unit9 and the Hololens I directed the development and execution of a custom epxerience for the Microsoft Hololens system, playing to the system's strengths  and adapting game control mechanisms to create an intuitive and charming experience

 

 
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agency:OATH

prodCo.UNIT9

CREATIVE, PERFORMANCE & EXECUTION

 

This interactive VR storytelling experience, created and executed by UNIT9 directing duo, Horton De Rakoff, allows fans to actually visit deadmau5’s studio as he’s putting the final touches on his latest creation, “Saved.” We then shift to a third person CGI world as we navigate deadmau5 on an exhilarating adventure to reach the stage. We help him locate his car and his forever companion, Professor Meowingtons, and race him through the city to reach the club. We encounter bouncers and club goers who try to stop us as we reach our final destination.

 

 
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Agency:FOREVER BETA

ProdCo:UNIT9

Design And Execution

 

Brough onboard to oversee the design and execution of a great idea:  Using VR and motion control technology create an experience of riding a wild helter skelter around the shard, high up above london.  The riding surface was deisgned to match the curvature of the virtual slide to give a complete sense of immersion.  The installation was a suceess on a number of levels, not least generating publicity through user generated videos of their friends trying the experience.

 

 
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prodCo:HAPPY FINISH

Creative and Technical Direction

 

NIT9 partnered with Nissan Middle East and TBWA/Chiat/Day New York to create a cinematic movie set for Nissan’s stand at the 2015 Dubai Motor Show where guests transformed themselves into movie stars from inside a Nissan Patrol. They were placed into a cinema-quality movie poster and film trailer for fictional action thriller Agent 23 using green screen technology.

 

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