Research gives creativity direction, turning ideas into movements

THE SCIENCE OF ART

My Method to Elevating Artistic Expression

The Science of Art is where logic meets intuition, where research fuels creativity, and where structured inquiry leads to unexpected artistic innovation.

This page unpacks my approach to showmaking. It’s about dissecting artistic instincts, understanding why certain elements captivate, and refining raw creativity into something even more powerful.
INSIGHT MAPPING

Turning insights into action, I translate academic knowledge into creative strategies that shape the future of performance.

CREATIVE EDGE

Unlock fresh ideas by challenging paradigms—turn creativity into your competitive edge.

CREATIVE EXECUTION

Transforming insights and bold ideas into tangible, immersive experiences that captivate and resonate.

Frameworks & Frontiers.

Actionable tools for creativity.
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See All Blog Posts
  • Andy
  • Posted by Andy
January 26, 2025
7 min read

4:5 is the new 1:1

  • Andy
  • Posted by Andy
January 20, 2025
12 min read

Become Relentlessly Creative

  • Andy
  • Posted by Andy
January 8, 2025
4 min read

Show Production for Feature Film

Fostering Creative Partnerships

The Creative
Exchange.

From Research to Reality—and Back Again

As a show director with a PhD in Theatre and Performance Studies, I bring a unique perspective to every stage and boardroom. My work explores how academic research can be reimagined for real-world impact.

Research-Inspired Innovation
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Practical Creativity
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Design Thinking & Prototyping
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Precision of academic research meets the dynamism of creative practice.

Translating academic insights into real-world creativity.

Merging cognitive science with artistic intuition.

Exploring performance through scholarly perspectives.

Research-driven creativity sparks groundbreaking ideas.

Tuning into emerging creative paradigms.

Before After

Plate from RIOT Games LEC 2022, as Show Director with Battle Royal Studios.

From Moment to method.

Step beyond the spectacle and into the mind behind the moment

A performance is more than what meets the eye. While the audience experiences a seamless spectacle, beneath the surface lies a complex web of conceptual ideas, artistic decisions, and structural design.

This interactive feature reveals both perspectives—the immediate visual impact and the deep layers of thought behind it.

From scenography and mise-en-scène to historical influences and theoretical frameworks, discover how creativity and research intertwine to shape what happens on stage.

Shifting Narratives.

I Offer Creative Tools that are Laying the Groundwork for Creative Innovation
Every creative process operates within paradigms— systems of assumptions, values, and norms . By challenging these, we open space for new ways of thinking and creating.
Transforming Ideas
Through Paradigm Shifts
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Learn tools to describe and disrupt paradigms, fostering innovation.

Develop actionable strategies inspired by research-based approaches.

Apply paradigm-shifting techniques to redefine creative processes.

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Innovation

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Engagement

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Spectacle
Innovation in performance is often obscured by its layered complexity. Spectacle practices help distill and reframe new ideas, transforming abstract concepts into tangible, immersive experiences that engage audiences on multiple levels. By making paradigms visible, we drive change—whether in creative strategy, performance design, or the very language of experience.
Borrow, Adapt, Reinvent

Whether in performance, business, or tech, the ability to reframe knowledge is the key to staying ahead.

Speaker | Writer | Workshop Leader
My approach combines years of global experience with fresh perspectives that challenge conventional thinking. Whether you’re looking to energize a corporate team, enhance your brand, or revolutionize your creative strategy, I’ll equip you with actionable insights and tools to excel.
Speaking

Engaging talks that blend inspiration with actionable ideas for creativity and branding.

Writing

Articles and contributions that explore creativity, performance, and branding IRL.

Consulting Intensives

Personalised solutions for teams and leaders to unlock creative potential.

Experienced & Forward-thinking

«I bring my expertise as a show director, academic, and creative consultant to audiences and collaborators through diverse channels.»

— Dr. Andy Machals

There are some pretty wild ideas in this world that we haven't captured yet.

Let's reel them in - together.
Let's talk!

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