Sugar Creative

Sugar Creative We’re a creative studio specialising in interactive storytelling, immersive learning, and playful design. Give us a ring on +44 (0)29 2000 6776.

From global IP to cultural institutions, we help ideas connect. Sugar Creative Studio is a close-knit team of creatives based in Cardiff, specialising in advertising, media and interactive projects

We are an established creative agency Cardiff supplying unique marketing solutions to a range of sectors from Manufacturing to Entertainment through to Government and Start-ups. Regardless of the platform, we can help you engage with your target audience.

We’re excited to share that Managing Director Jason Veal and Creative Director Will Humphrey are joining an amazing pane...
20/10/2025

We’re excited to share that Managing Director Jason Veal and Creative Director Will Humphrey are joining an amazing panel alongside Meghan Gardner and Anna Slafer at IAAPA Expo in Orlando, USA next month.

📍 Reimagining How Museums and Science Centers Engage Global Audiences
🗓️ 17 November | S320CD

The conversation will touch on projects like our collaborations with Ubisoft on Discovery Tour App: Medieval Baghdad and 878AD; examples of how immersive storytelling can make culture and history feel alive for audiences everywhere and expand beyond their physical walls.

For us, panels like this are about more than showcasing projects. They’re a chance to swap ideas, share lessons learned, and ask bigger questions about where cultural engagement is headed next...

We’d love to see you there.

Great to welcome Jack Sargeant MS, Wales’ minister for culture, skills & social partnership, to Sugar Creative HQ this w...
19/10/2025

Great to welcome Jack Sargeant MS, Wales’ minister for culture, skills & social partnership, to Sugar Creative HQ this week to explore our recent work, including the Discovery Tour App: Medieval Baghdad, and hear about our plans for international growth.

Moments like this remind us how far the creative sector in Wales has come, and how much further we’re about to go...

Tune in to ITV Wales news this evening for a short feature about his visit.

Next week we’re at in London, exploring how IPs can move beyond screens and shelves to become memorable experiences.We...
30/09/2025

Next week we’re at in London, exploring how IPs can move beyond screens and shelves to become memorable experiences.

We’ve partnered with global brands and IPs including Ubisoft, Aardman, and Dr. Seuss to deliver immersive storytelling that engages audiences, deepens connection, and multiplies value.

Let’s meet at BLE and talk about how great stories can reach bigger audiences in new ways.

We’ve had a great response to the Discovery Tour App: Medieval Baghdad, a free mobile experience developed with Ubisoft ...
09/09/2025

We’ve had a great response to the Discovery Tour App: Medieval Baghdad, a free mobile experience developed with Ubisoft to explore the history and culture of 9th-century Baghdad through story, interaction, and AR-enhanced artefacts.

But what’s been even more exciting is how it’s opened up new conversations. especially around how learning can be delivered in ways that are intuitive, playful, and actually memorable.

Internally, we’ve started calling it "plearning": play + learning.

(We know....maybe we'll workshop it a little more...but it kinda stuck!)

For IP holders, publishers, and cultural institutions looking to activate archives, collections or historical worlds in new ways, this project has shown what’s possible when you rethink how people want to learn.

Curious how "plearning" might work for your content? Get in touch...

Read more in our Case Study:

👉 https://www.sugar.agency/news/discovery-tour-medieval-baghdad-assassins-creed-mirage-ubisoft

Sugar Creative was proud to lead development on Discovery Tour App: Medieval Baghdad, shaping the user experience, narra...
05/09/2025

Sugar Creative was proud to lead development on Discovery Tour App: Medieval Baghdad, shaping the user experience, narrative structure, and technical delivery, all from our Cardiff studio in the UK.

And we couldn’t have done it without Creative Wales.

"With the targeted support of Creative Wales and the Welsh Government, we’ve been able to realise a truly international partnership - one that brings immersive cultural storytelling to a global audience through the Discovery Tour: Medieval Baghdad app."
Jason Veal, Managing Director of Sugar Creative

Their targeted support enabled our team to collaborate at a global level, helping us translate Ubisoft’s rich historical world into a mobile experience.

It’s a model that works: Welsh creativity, trusted partnerships, and international impact.

Thank you to Creative Wales for continuing to invest in innovation, culture, and meaningful digital storytelling.

👉 Discovery Tour App: Medieval Baghdad is now live and free on iOS and Android. https://apps.apple.com/us/app/medieval-baghdad/id6748353361
https://play.google.com/store/apps/details?id=com.ubisoft.medievalbaghdad

Learn more about the collaboration at:
👉 www.sugar.agency

A new way to explore 9th century Baghdad with the Discovery Tour App: Medieval Baghdad.Using the recreation of Baghdad f...
04/09/2025

A new way to explore 9th century Baghdad with the Discovery Tour App: Medieval Baghdad.

Using the recreation of Baghdad from Assassin's Creed Mirage, this new free mobile experience published by Ubisoft will allow users to discover this lost city, not through combat or quests, but through narrative play, branching journeys, and cultural insight.

As development partner, Sugar Creative helped Ubisoft develop this inclusive tool, allowing all audiences to actively engage with the rich history of the capital.

🧭 Make decisions that shape your path
📖 Unlock stories through interactive learning
🏺 Examine digitised artefacts, including the Ruby Lustre Bowl (from the Arab World Institute in Paris), in AR

We’re proud to have supported Ubisoft in delivering an experience that invites users to learn by doing, and to rethink how history can be told.

Available now, free on iOS and Android:
👉 https://apps.apple.com/us/app/medieval-baghdad/id6748353361
👉 https://play.google.com/store/apps/details?id=com.ubisoft.medievalbaghdad

Learn more about the collaboration at:
👉 www.sugar.agency

03/09/2025

Tune in to BBC Radio Wales Breakfast tomorrow morning at 7:55am (UK) to hear Sugar’s Will Humphrey in conversation about our recent collaboration with Ubisoft on the Discovery Tour App: Medieval Baghdad, launched today.

He’ll be sharing insight into the creative process, the partnership, and how targeted support from Creative Wales helps Welsh studios like ours grow and collaborate on the international stage.

Sugar Creative is proud to unveil our collaboration with Ubisoft to develop the Discovery Tour App: Medieval Baghdad: a ...
03/09/2025

Sugar Creative is proud to unveil our collaboration with Ubisoft to develop the Discovery Tour App: Medieval Baghdad: a free mobile experience that brings the 9th-century capital to life through a narrative-led learning journey and an interactive AR-enhanced encyclopaedia.

Launching today, Ubisoft’s newest free-to-access experience invites users to explore the world of Assassin’s Creed Mirage in a completely new way, through interactive storytelling, cultural discovery, and guided narrative play.

Sugar Creative was proud to serve as lead development partner, working closely with Ubisoft to shape the user experience, narrative flow, and technical delivery.

Using the recreation of Baghdad from Assassin’s Creed Mirage, this standalone app invites players to:

🧭 Explore Baghdad, a narrative-led, gamified journey through the Abbasid-era city
📚 Access Codex, a collection of AR-enhanced encyclopaedic entries covering life, science, and culture of the time

Conceived as an active educational tool for all audiences, players absorb and apply knowledge as they make choices, complete mini-games, and unlock the city’s secrets.

Developed by our team in Cardiff, UK, with support from Creative Wales, the app represents a new model for cultural storytelling through play.

Available now, free on iOS:
👉https://apps.apple.com/us/app/medieval-baghdad/id6748353361
and Android:
👉 https://play.google.com/store/apps/details?id=com.ubisoft.medievalbaghdad

Read our case study about the collaboration at:
👉 www.sugar.agency

Address

Lambourne House, Lambourne Crescent , Llanishen
Cardiff
CF145GL

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

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