Beyond the Screen: Matthew Solari on Building Immersive Worlds at BRC Imagination Arts

We submitted SCADstory Atlanta because it represents everything we love about the craft of experience design: emotion, transformation, and purpose. Winning three entries is humbling and deeply gratifying.

Personally, it affirms that immersive storytelling still matters in a noisy world. Professionally, it celebrates the trust and creative partnership between BRC and SCAD — a partnership built on shared vision and mutual respect.

SCADstory Atlanta was born from a simple but powerful promise from SCAD’s founder, Paula Wallace: This Is Your Place. The goal was to let visitors feel that message, not just hear it.

Guests follow an animated Paula through a four-act journey, using story and technology to evoke a sense of belonging. In today’s industry, where digital content often replaces emotional connection, this project shows that immersive experiences can still move people in profound, human ways.

We designed from the inside out, with emotion as the organizing principle. Every detail, from pixel-accurate projection mapping and generative lighting to custom fragrances and a 360° orchestra score, was crafted to serve the story.

What made it stand out, I think, is sincerity. It was designed to connect the heart of the SCAD brand with the heart of the guest. That’s what makes it feel both intimate and unforgettable.

The challenge was creating something new that honored the original SCADstory in Savannah without repeating it. We wanted a fresh experience that stood on its own.

The breakthrough came when we focused on evolution instead of replication. We embraced the fact that SCAD itself is always reinventing, so the story, visuals, and technology evolved too. Once we made that our north star, the path forward became clear.

Awards like the MUSE Creative Awards are wonderful door-openers. They signal to future partners that BRC isn’t just delivering high-quality design.

We’re delivering experiences that move people and create measurable impact. For our team, it’s also a morale boost. These projects take years to develop, and recognition like this reminds everyone that the work matters.

One visitor told us, “I came to learn about a school and left inspired to create.” That’s the kind of feedback that stays with you. SCAD’s leadership and students have embraced SCADstory Atlanta not just as a showcase, but as a living classroom.

More than 30 students, alumni, and faculty helped create it — animation, lighting, fragrance, music — so every win feels like their win too.

Start with empathy. Don’t chase trends, chase truth. The most powerful experiences begin with a human insight, not a technology or design gimmick. Ask yourself, “Why should anyone care?” and don’t stop refining until you have an answer that moves you. If it moves you, it will move others.

We’re entering a new era where experiences are less about “wow” and more about “why.” Technology will always evolve, but emotional storytelling is timeless.

My hope is that BRC continues to lead by grounding innovation in authenticity, using creativity not just to entertain, but to connect, inspire, and bring meaning to people’s lives.

Put your work forward. The act of entering is valuable in itself. It forces you to articulate your purpose and evaluate your own craft. Every submission teaches you something about who you are as a creative.

We’re all in the business of emotion. Whether you’re designing a museum, a brand experience, or a 30-second spot, you’re shaping how people feel. That’s a sacred responsibility. Treat it with care. Lead with empathy. And never forget that creativity, at its best, brings people closer together.

This one belongs to SCAD President Paula Wallace, the SCAD leadership team, the faculty, and the students whose creativity inspired everything we did. It also belongs to the BRC team: the writers, designers, producers, media creators, musicians, and technologists who pour their hearts into every frame and finish. None of this happens alone.

SCADstory Atlanta is a love letter to creativity itself. It’s a reminder that the creative journey never ends.

We’re continuing to push the boundaries of experiential storytelling worldwide across brand destinations, cultural institutions, and more. Every project we take on is an opportunity to help people feel more connected to a brand, to history, to each other, and to what’s possible. That’s the work I love most, and that’s what’s next.