MDSX, an award-winning creative studio at the intersection of storytelling, technology, and destination design, has announced the appointment of Steve Tatham as chief creative officer.
A celebrated creative leader with more than three decades in themed entertainment, Tatham joins MDSX following his tenure as executive creative director for Universal’s Epic Universe, one of the industry’s most ambitious and acclaimed new theme parks.
His arrival signals a new chapter for MDSX as it expands its portfolio of world-class immersive experiences and cultural projects worldwide.“After Epic Universe, I could have gone in many directions,” says Tatham.
“But what Dan, Janelle, and the MDSX team are building is something truly special. This is a studio driven by imagination, craft, and authenticity and I’m thrilled to help bring bold, original experiences to life with them.”
A creative force behind iconic destinations
Tatham’s career spans leadership roles at Walt Disney Imagineering and Universal Creative, where his creative direction helped shape attractions and environments that have defined modern themed entertainment.
At Universal, he led key projects across Universal Studios Japan and Universal Orlando Resort.
Most recently, he guided the creative vision for Epic Universe, including attractions such as Monsters Unchained: The Frankenstein Experiment, Harry Potter and the Battle at the Ministry, and Mario Kart: Bowser’s Challenge.
His work has earned multiple Themed Entertainment Association (Thea) and Golden Ticket Awards, including:
- Monsters Unchained — Best Dark Ride (2025)
- Dark Universe — Best Themed Environment (2025)
- Harry Potter and the Battle at the Ministry — Best New Attraction Installation (2025)
Named one of blooloop’s 50 Theme Park Influencers in 2023, Tatham will also appear in the upcoming Peacock documentary “Epic Ride”, premiering later this year.
Shaping the future of experience design
In addition to his creative leadership, Tatham serves as professor of immersive experiences at the USC School of Cinema and an Executive Education Instructor at the Harvard Graduate School of Design.
With a background in architecture and experience spanning writing, illustration, and even stand-up comedy, he brings a uniquely multidisciplinary approach to storytelling.
Founded by Dan and Janelle Picard, MDSX is a Thea Award-winning creative studio uniting storytellers, architects, designers, and technologists to craft transformative experiences across themed entertainment, culture, retail, and digital platforms.
“MDSX is at an extraordinary moment,” says Dan Picard.
“We’re working across a global slate of projects in immersive entertainment, architecture, and innovation. Steve’s vision and leadership will help shape the next generation of creative collaboration and experiential design.
“Steve is that rare blend of visionary and collaborator. He brings energy, humor, and heart to every creative challenge — exactly what defines the MDSX spirit.”
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