ABSTRACT
Michael Rüger is the Creative Director at Ravensburger Innovation Lab. He worked for many years as a freelance Creative Director/Producer. He has worked for advertising agencies, theme parks, and toy companies and has received several international industry awards and nominations, like the Toy Innovation Award 2010. When Disney started theme parks, they already had 30 years of film heritage. People knew what to expect from 30 years of storytelling. Disneyland was built on heritage, and the park was an extension of the movies. Star Wars is always a great example. At Disney’s new theme park, they have an audience that knows everything about Star Wars. In prototyping rides, products, or games, one is testing expectations. He is always testing extremes. When testing the extremes, one has to level up or level down until he finds that sweet spot of perfection.
