A specialist in guiding diverse teams through complex creative and production processes, before joining Balich Wonder Studio, Samuel had created projects in more than 25 countries with major producers including Cirque du Soleil, Dragone Entertainment Group and Moment Factory. He holds an MBA from the University of London and the world-leading design school Central Saint Martins.

Samuel joined Balich Wonder Studio in early 2022, and he currently leads the Creative Studio as well as the Destination Experience Creative Department.