The Imagination Collaborative

I have spent the last 35 years delivering major outdoor events through my companies Humm - a progressive event management and technical product company and Raging Empire - a strategic event consultancy.

➡️ Concerts for the likes of P!nk, Foo Fighters, U2, Taylor Swift and Adele. 

➡️ Festivals such as Soundwave, V Festival and Sydney Festival.

➡️ Special events including The 2000 Sydney Olympic Games and Richard Branson’s Virgin Mobile & Virgin Mega Store’s Australian launches.

For 25 back-to-back summers, I have worked with some of the most talented innovators in the entertainment industry at the most iconic venues across Australia to provide memorable experiences for millions of guests and spectators.

Now, in my next chapter, I am on a mission to create a global organisation that revolutionises the way planning is undertaken in the event industry, leveraging cutting edge technology and the best minds around the world to create epic experiences that transcend expectations.

This is where my new company, The Imagination Collaborative, comes in.

We bring bold visions to life with experiences that are as transformative as they are unforgettable. Our human-centric approach fuses cutting-edge technology with boundless creativity, ensuring each experience sparks connection and leaves a lasting legacy.

Our genuine passion and seamless execution ensures flawless delivery and lasting impact. To challenge the ordinary and bring bold creativity that connects the human experience.

Our services include;
- Event Design and Overlay
- Photorealistic Modelling for 3D Renders and Video
- CGI Video
- High resolution 3D drone mapping and surveying
- Geospatial Data
- CAD Drafting
- Site Analysis
- Branding and Signage Design
- Industrial Design
- Architectural Support
- Detailed Take-offs and Quantity Surveying

Above all, we are creating epic experiences that break boundaries.

CEO | Co-Founder

Raging Empire

Event Execution Specialist

Humm Events

Event Director

Humm Pty Ltd

To be successful in any market you need an intimate knowledge of how the industry works. With over 75 years of collective experience, our team’s understanding of the entertainment industry is matched by few others. We make it our business to keep up to date with current trends, industry achievements as well as industry failures. Our knowledge of industry regulations is sound and our ability work within them has been essential in our success.
 
Our methodology for event management is based around careful planning. We pride ourselves on our attention to detail and our experience in planning a wide variety of events allows us to anticipate the unexpected. Over the last 14 years we have been perfecting the following services:

Event Management
Production Management
Project Management
Site Management
Event Consultancy
Event Coordination
Technical Production
Logistics, Planning and Execution
Venue Sourcing and Procurement
WHS and Risk Management
Development Applications and Permit Preparation
Creative Design
Concept Development
CAD Plans​

Founder & Managing Director

Sydney Festival

Domain Manager

After 35 years delivering some of the world’s biggest live events, I saw a gap: too many bold ideas fall apart in planning. So, we built a better way to plan them.

At TIC, we help event rights holders, producers and brands visualise their events before anything is built. Using digital twins, cinematic storytelling, and AR, we help you de-risk decisions, excite stakeholders, and deliver unforgettable experiences.

This isn’t about pretty renders. It’s strategic proof of concept, backed by real-world production experience.

If you’re creating something ambitious, we’ll help you bring it to life with clarity, confidence, and buy-in.

Want to connect?
General: info@theimaginationcollaborative.com
Work with us: opportunitites@theimaginationcollaborative.com
Speaking or Collaboration: collaborate@theimaginationcollaborative.com

🔔 Follow me for Event Leadership, Design and Pre-Visualisation Advice

Event managers aren’t ‘like’ project managers.

They ARE project managers, with better reflexes.

They just don’t always get the credit.
Or the job titles.
Or the budgets.

But if you've ever delivered an event from blank site to clean bump out, you’ve managed more moving parts, under more pressure, than most project teams ever see.

You’ve:
↳ Built charters (we called them briefs)
↳ Run UATs (we called them rehearsals)
↳ Managed critical path timelines (in production schedules)
↳ Delivered scope, stakeholder engagement, and incident response, often in real time

You’ve mitigated risk while it’s moving.
Coordinated teams you’ve never met.
Handled million-dollar decisions with 48 hours’ notice.
And when the skies opened up? You delivered anyway.

Let’s be clear:
The terminology doesn’t define the capability.
The spreadsheet headers don’t make the leader.

Good project managers are planners.
Great event managers are planners and performers, under lights, with no redo button.

So if you're an event pro eyeing a shift into infrastructure, delivery, or ops:
You’re not “starting from scratch.”

You’re just speaking the same language with a different accent.

What’s one “project” term you didn’t realise you’d already been using, just under a different name?

Want to ask me anything about outdoor events? Register for my upcoming webinar on Thursday 25th September https://lnkd.in/gWBfsK9M

🔔 Follow Iain Morrison for sharp takes on visual planning, risk clarity, and leadership under pressure.

🔁 Repost to remind someone their experience does count, even if the language is different.

Iain Morrison

Helping you visualise events before they happen | Event Visionary | Pioneering Digital Twins & Pre-Visualisation | 35+ Years in Live Events & Innovation

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