Troy Sugrue


Troy’s fascination with anthropology and cognitive psychology stems from his 20-year career as a Creative Director. Working primarily in video, digital and experiential disciplines, the science of human behaviour has always been central to his work. Troy will tell you that “influencing attitudes and behaviour is the core task of a commercial creative.”
Troy is a founding partner in Uno Loco (formerly Madant Productions), a B2B creative agency based in New Zealand. Uno Loco has developed breakthrough VR products for the exhibition sector and this work planted the seed for the fully immersive experience of SHOPPER360.

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