Interview with our CEO

From building stadium scale concerts to pioneering the use of digital twins in event planning, Iain Morrison has always been one step ahead of the brief. As CEO and co-founder of The Imagination Collaborative, he's the driving force behind the company’s bold ideas, smart tech, and signature style.

We sat down with Iain to talk about what’s shaping the industry, how he sees innovation differently, and what still keeps him curious after years in events.

What problem were you most passionate about solving when you launched TIC?

When we launched The Imagination Collaborative, we weren't chasing innovation for the sake of it.

We were chasing clarity.

Too often, we saw teams trying to deliver complex, high stakes events without the tools to see the whole picture. Risk was being absorbed instead of managed. Problems were being discovered when it was already too late and financial opportunities were missed. And pre-visualisation? It was treated like a last minute bonus.

We knew there was a better way.

We built TIC to integrate that clarity into the process from day one. Not as a shiny extra, but as an essential part of planning. Our goal was simple: to show people their event in immersive 3D before they build it.

Has the vision changed over time, or stayed true to the original idea?

That hasn’t changed. But the vision has sharpened.

Today, we’re focused on being a creative and strategic partner, not just a visualisation service. We want to sit at the heart of event planning, solving problems, unlocking creativity, and building trust through technology.

How do you define innovation in the events space?

Real innovation looks like solving the right problem at the right time.

It means showing your client why their egress path won’t work before a single scaffold goes up. It means avoiding the cost of rebuilding a stage because the original spec was too low. It means selling confidence, not just concepts.

Are there any event industry norms you think are overdue for disruption?

The idea that 2D PDF plans and some renders are enough to deliver multimillion dollar event projects. They’re not.

Hope is not a strategy.

Our aim is to integrate technology into the event planning process so it becomes a driver for sales, pricing, decision making, and creative confidence, not just an operational afterthought.

For people still wrapping their heads around digital twins, how would you explain them at a dinner party?

If I were explaining it at a dinner party, I’d say: imagine building your whole event inside a first person video game. You can walk around, test ideas, make mistakes, and fix them, before they cost you. You can try things you’d never have the budget or time to trial in the real world. You can identify revenue opportunities you might not have considered until it was too late. That’s the power of it.

What’s something people would be surprised to learn about your role?

It’s how much we’ve had to evolve. We started by helping deliver events. Then we had to step back and build the tech to do it better. Now, we’re back in both worlds: creating tech, and using it to deliver epic experiences with an incredible team.

Do you have a ritual or mindset hack that keeps you focused or grounded?

Running an event technology startup takes a lot of energy. Which is why I try stay grounded by getting out into nature whenever I can. Whether it’s walking around a city on a site recce or spending time on our property in the Hunter Valley, I’m always reminded that good design starts with observation.

What do you want clients to feel when they work with us?

Proud. Excited. Energised.

I want them to feel like we’re part of their team, not just a vendor. Like we’re helping them create something remarkable. Because that’s the truth.

If you weren’t doing this job, what would you be doing?

Honestly, I’d be travelling with Tris and the dog in a caravan. Still curious. Still chasing the next project.

What is your favourite event you’ve ever been to, and why?

The Foo Fighters on Goat Island. Three hundred competition winners. Dave Grohl on stage taking live requests for three hours. Intimate, ridiculous, unforgettable.

That’s what experiences should feel like.

Any Final Words?

As AI erodes our trust in the digital world, the power of real world human connection is only going to grow.

Events will lead that shift.

And we’ll be right there, helping make them more human, more immersive, and more extraordinary than ever before.

Iain’s drive is rooted in more than innovation; it’s about integrity, creativity, and making things actually work. His leadership is what pushes The Imagination Collaborative to deliver work that’s not just visually stunning, but strategically smart.

We hope you got to know Iain a little bit better by reading this post.

Stay tuned for Interview with our CHO & co-founder Tris, up next.