Sam Wright is bringing her meticulous attention to detail and an ability to turn ambitious concepts into unforgettable real-world experiences to Taboo as head of experiential. Her wealth of experience and deep understanding of immersive brand experiences will be instrumental as Taboo continues to challenge boundaries and create unforgettable experiences that inspire action across Australia.

“I’m thrilled to be part of Taboo, a place that embodies limitless creativity. Collaborating with such an innovative team on truly unique projects is an exciting opportunity, and a rare find. Taboo is all about crafting immersive experiences that push boundaries and challenge the status quo—something many agencies shy away from, and I can’t wait to lead that vision in the experiential space,” Wright commented.

In her previous roles, Wright delivered landmark projects like Hennessy’s Court Beyond Limits, a floating basketball court in Sydney Harbour, that went viral globally and Kia’s iconic Grand Slam Oval activations at the Australian Open for five consecutive years.

Her leadership will fuel Taboo’s experiential capability, with upcoming projects such as the Australian Open 2025 and TAC’s Vanessa, a 3-year program that will bring important road safety messaging to festivals across Victoria.

Kate Prowse, general manager of Taboo, commented, “Sam is an incredible addition to our team. Her ability to execute complex, high-impact projects with absolute precision is second to none. We’ve won a series of incredible experiential clients recently, and with Sam at the helm, we’re confident our experiential offering will set a new benchmark.”

Wright’s appointment coincides with Taboo’s new look and reaffirmed positioning, Breaking Bad Rules for Good Reasons.