Creative Director. Writer. Designer.

Erica McCay (she/they) is a creative director, writer, and designer of stories that connect people and place.

For over 10 years between Universal Creative and Valtech Themed Entertainment Studio, Erica has designed large-scale, physical experiences for theme parks around the globe, including bringing stories to life where guests become a wizard in the Wizarding World, jump into a real-life video game in Thea Award winning Super Nintendo World, and prove they are the greatest villain of all time (maybe) in Minion Blast. Erica has an MFA in Creative Writing, has written and directed immersive theatre productions, and is named on multiple patents for her creative experience designs. Erica loves reading, writing, painting, and nature.

Featured Article.

Stylized illustration of a person looking at a map and deciding which direction to take on a fork in the pathway through a magical forest. And X marks the spot at the end of the path to the right.

Illustration by Jan Heiman

7 Principles for Creating Immersive Worlds

Whether you are a professional in the industry, aspire to join it, or love seeing how Themed Entertainment experiences come to be, I invite you to join me on a tour through the main principles that guide me as a designer who connects people and place.

Featured Project.

Universal Studios Japan

Super Nintendo World: The Land-wide Game

Jump into the game and empower the whole family to play together. Wearing a Power Up Band unlocks a deeper experience: Defeat real enemies, collect items, and earn entry to exclusive experiences. Play again to increase the challenge and level up!

Featured Interview.

Themed Experience TV

A Day in the Life at Valtech Themed Entertainment Studio

TETV hosts, Kelly Bailey and Kathy Dixon, chat with three experts from Valtech Themed Entertainment Studio, a company leading the industry in connected, physical interactive experiences. Join us as we deep dive into fascinating projects, career journeys, and more!