TABOO strengthens experiential offering, appoints Sam Wright as new head of experiential

TABOO, the independent creative agency known for challenging boundaries and creating unforgettable experiences, has announced the appointment of Sam Wright as its new head of experiential.

Wright’s wealth of experience and deep understanding of immersive brand experiences will be instrumental as TABOO continues to deliver pioneering experiential work across Australia.

With over 14 years in the agency world across the UK and Australia, Wright brings a reputation for meticulous attention to detail and an ability to turn ambitious concepts into unforgettable real-world experiences.

Says Wright: “I’m thrilled to be part of TABOO, a place that embodies limitless creativity. Collaborating with such an innovative team on truly unique projects is an exciting opportunity, and a rare find. TABOO is all about crafting immersive experiences that push boundaries and challenge the status quo—something many agencies shy away from, and I can’t wait to lead that vision in the experiential space!”

In her previous roles, Wright delivered landmark projects like Hennessy’s ‘Court Beyond Limits’ – a floating basketball court in Sydney Harbour, which went viral globally and Kia’s iconic Grand Slam Oval activations at the Australian Open for five consecutive years. Wright’s leadership will further fuel TABOO’s experiential capability, with upcoming projects like the Australian Open 2025 and TAC’s ‘Vanessa’— a 3-year program that will bring important road safety messaging to festivals across Victoria.

Says Kate Prowse, general manager of TABOO: “Sam is an incredible addition to our team. Her ability to execute complex, high-impact projects with absolute precision is second to none. We’ve won a series of incredible experiential clients recently, and with Sam at the helm, we’re confident our experiential offering will set a new benchmark.”

Wright joins TABOO at an exciting time following the launch of the agency’s new look and reaffirmed positioning: Breaking Bad Rules for Good Reasons. As part of this transformation, Wright’s expertise will be a driving force in continuing TABOO’s tradition of delivering unexpected, culture-shifting experiences that inspire action.