Mike Lucas is the Design Director at Cineplex - a Canadian entertainment company that welcomes over 70 million guests annually through its circuit of theatres and location-based entertainment venues across Canada. Mike leads the multi-disciplinary in-house design team as it works on creative for virtually every touchpoint of a guests experience at each of its locations. From tactical to brand storytelling, and from print to those enormous movie screens, his team creates it all. Mike is passionate about in-house agencies and the substantial brand work they can bring when they're set up for success. He believes that the thoughtful integration of brand and storytelling, user interactions and a dash of the latest technologies can create marvellous brand experiences for all.