Universal Creative — Halloween Horror Nights: Terror Token

Role: Technology Research & Development Lead | Nov 2024

Designed and prototyped the Terror Token: a collectible wearable (watch, pin, or necklace) that interacts with themed elements, syncs to the Universal Orlando app, and uses RFID data to identify guest “dead zones” and optimize flow.

Key Contributions

• Researched and implemented RFID interaction systems scalable to large theme park attractions.

• Led tech prototyping across three creative teams, aligning hardware triggers with UE5 experiences.

• Adapted pipeline to Universal’s internal standards for interactive wearables and reactive VFX.

  
  

Challenges Solved

• RFID reliability in crowded areas: Prototyped short- vs. long-range readers to reduce latency.

• Cross-team coordination: Acted as the tech translator, running weekly syncs to unify hardware + guest experience goals.

  
  

Impact

Functional prototype validated by Universal Creative as a scalable guest engagement tool for future attractions.

[The result]

Our final concept successfully introduced a new level of interactivity within the park, enhancing guest engagement beyond the main attractions.

Themed Carts

I worked closely with concept artists' and Dead zone team's feedback to create Halloween themed cart visualizations. . Modelled, textured, and rendered using Maya, Substance Painter/Designer.

Fortune Cart - Initial Shaded Model

Fortune Cart - Textured

High Tier Community Cart - Shaded

High Tier Community Cart - Textured

High Tier Community Cart Reference - Illustrated by Ellie Hopkins

Low Tier Community Cart - Shaded

Low Tier Community Cart - Textured

Terror Tokens / Horror Artifacts

Displayed above are the Terror Tokens for the year featuring Chance and a Themed Skull token. The idea is for consumers to have collectibles choices that vary by year. Based on our research we held the conclusion that about 65% Halloween Horror Nights fans we interviewed actually attend the event every year. Models were all created using Maya for modelling, textured using Substance Painter/Designer, and rendered using Arnold.

Terror Token Concept References - Illustrated by Ashley Suchan

Chance Terror Token - Model & Textured

Fight for Fright Terror Token - Model & Textured

Collectible Wristbands - Model & Textured

Vintage Director's Camera - Model & Textured

Mummy Book - Model & Textured

Invisible Man Glasses - Model & Textured

[Behind the scenes]

This is a jus a small look into what went into the overall project. And that is what design is about, finding creative solutions, wearing many hats for different roles and learning so much about yourself. But most importantly, creating lasting memories that will help you grow professionally and personally.

My Multidisciplinary Contribution:

• Technical Leadership: Aided the RFID system’s proof of concept, making sure it met Universal’s scalability standards, and matched the intended audience: HHN fans.

• Art-Tech Hybrid Role: Beyond research and development, I modeled 3D assets, textured horror artifacts, and rendered UE5 sequences. This was to make sure the final vision video matched the team’s creative ambition.

• Agile Adaptation: Wearing different hats for different roles in a short period of time to help contribution for diverse teams.