Building Universal Epic Universe with Brian Robinson

At Universal, theme parks transport fans into iconic stories and immersive worlds they once only imagined, and in doing so ignite the thrill of being fully alive. In this episode of Seen on the Screen, Jacqueline Coley sits down with Brian Robinson, Executive Vice President and Chief Creative Officer at Universal Creative, to talk about the making of Universal Epic Universe.

Recorded on-site at the Universal Helios Grand Hotel, a Loews Property, Brian shares his journey from a movie-loving kid in Shreveport, Louisiana to leading the team that envisions, designs, and innovates the iconic attractions, lands and worlds that define Universal Theme Parks globally. He opens up about the emotional power of vulnerability, storytelling, the influence of The Birdcage and Steel Magnolias and explains how his creative process begins with words on a page and ends with a fully immersive experience where you can fly with dragons or lose yourself in a monster's lair. Every detail—from the sound design to hand-carved statues—is crafted to emotionally transform you and pull you deeper into the story. Along the way, he reflects on fatherhood, creative cultures, the unbridled power of optimism, and the audacity of creativity.

From Isle of Berk to Darkmoor, Brian reveals how it all comes together, why creative collaboration is key, and how stories—whether told on screen or designed into the fabric of a land—can connect generations, spark imagination, and leave a lasting emotional impact.