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I dream and make in the

liminal space between

physical and digital worlds.

As Executive Creative Director for Second Story, Joel leads the creative practice across the studios in Portland, Atlanta, and New York. His work explores new methods of making that merge the fields of experience and visual design, animation and visual effects, industrial design, architecture, and code. He leads interdisciplinary teams in a collaborative, lab-based approach to creativity—focused on the emerging niche of responsive environments. Through experimentation and prototyping, they seek to bring architecture to life by activating physical spaces with interactivity and media. The work spans the gamut from cultural to brand environments—immersing audiences in a participatory experience that elicits emotion and drives action. His work has been recognized for design excellence by The American Institute of Graphic Arts (AIGA), Communication Arts, HOW Design, the Society for Experiential Graphic Design (SEGD), The Webby Awards, the Interaction Design Association (IxDA) and The American Alliance of Museums (AAM). Joel is also a frequent speaker, presenting at forums such as the Drum, the Experiential Marketing Summit, Museum Next, SEGD and AIGA.

we are
one drop. Together
we are
an ocean.”


I am endlessly fascinated by what can be accomplished through collaboration. When radically different ideas and people collide, wonderful things can happen. 

In our line of work the experiences we create are extraordinarily complicated. And the challenges facing humanity — exponentially more so. To design a new future, we must create new ways of working together. I believe this is the great challenge of our time. This is what makes my work meaningful. And this is why I love what I do. Let's make something amazing together.

- Ryunosuke Satoro