Marshall McCann, Master of Digital Media (MDM) alumnus, is the IP and Creative Development Manager at Dusk Wave Arts, overseeing the narrative development of video games and comics. With a background in film, political science, and advertising, Marshall has honed his ability to collaborate with creative teams and ensure the consistency of high-quality narratives. We sat down with Marshall to learn more about his career and how the MDM influenced his journey.
1. How do you navigate the challenges of being an IP and Creative Development Manager? Can you walk us through a typical day?
As the IP and Creative Development Manager at Dusk Wave Arts, I wear many hats. My primary goal is to ensure the quality and consistency of the narratives we produce, whether in video games or comics. Over the past year, I’ve been focused on improving our approach to narrative development and creative direction.
A typical day involves multiple meetings where I review scripts with comic writers, troubleshoot story issues with the game narrative team, and work with lead artists, designers, and stakeholders to expand our stories. It’s a multifaceted role. Some days, I’m deep into writing a comic script; other times, I’m integrating narrative content into Unity. But most of the time, I’m communicating the narrative vision to someone on the team!
2. What parts of your job do you enjoy the most or are the most passionate about?
I love that my job is never repetitive—each day brings something new. Being in a centralized role allows me to work on a variety of projects, shaping the narrative vision for each one. It’s exciting to collaborate with talented creative individuals from around the world, all contributing to unique and special projects!
3. Can you describe your career journey so far? Were there any pivotal moments that shaped your path?
I studied both film and political science, hoping to combine them in storytelling. My first job was in advertising, where I worked alongside creative people who were constantly collaborating and bringing their ideas to life. It taught me how to work with creative personalities and how to get people invested in projects. Later, I spent time in film production and dabbled in creative direction.
The real turning point came at the MDM, where I began to explore interactive narratives and narrative design as a career. While working on challenging projects, I met the people who helped guide me to where I am today.
4. How did the MDM program influence your career trajectory? Can you share a how it prepared you for your current role?
The MDM was pivotal for my career because it brought me together with talented, creative, and driven individuals in a setting where we were expected to execute on complex creative projects. This environment allowed me to explore narrative design and interactive storytelling, which later became my specialty. It also gave me the chance to lead multidisciplinary teams and communicate cohesive creative visions. More than just building an impressive portfolio, I collaborated with incredible people who pushed me to find my niche and achieve something truly special.
5. How did your interactions with faculty members impact your career? Is there a memorable encounter or piece of advice that has stayed with you?
Shoutout to Bill Zhao—he once told me I should be a producer. He was half wrong and half right. In all seriousness, Bill guided me and my team through the creation of several augmented reality games for a local AR platform called Yumebau.
I think Bill knew our scope was overly ambitious, but he allowed us to fail quickly and, ultimately, achieve something amazing in just three months. He constantly pushed us to aim higher. His passion for our work made us even more passionate about the project. The best piece of advice he gave, which I now share with new students at CDM, is to “find your value.” If you don’t see something in a project that aligns with your goals, make it happen. Find a way to do it or create something similar.
6. In what ways did the MDM shape your professional and personal growth? Can you pinpoint a moment or lesson that made a lasting impact?
At Centre for Digital Media, I met lifelong friends who have become my professional network. These are people who have offered me jobs, people I’ve hired, and those who invite me to collaborate on their exciting side projects. They’re my community, and I truly cherish them. On a personal note, I even met my wife on the first day in the MDM—so that was some significant personal growth!
The CDM was one of the few creative communities I’ve been lucky to be a part of. The real value of the program is the opportunity to collaborate with incredibly talented and creative people, all working toward a shared goal of completing a creative project.
7. What was your favourite memory of your time in the MDM?
There are so many! I’ll never forget testing our first augmented reality game in the halls next to the faculty offices. We went from paper prototypes made of cardboard and ping pong balls to three fully realized AR games on an online platform. The whole time, people would walk by, looking at us like we were fools! Another memorable moment was during a three-person VR game project, when one tester ran straight into an office window while wearing a Quest headset—it must have been too immersive for them!
8. What advice would you give to someone who wants a career in the gaming industry? What key steps or mindset should they adopt to succeed?
Create things! I know that’s classic advice you hear from every LinkedIn influencer, but it holds some truth. I would add that it’s important to finish projects with others. By completing projects alongside people who are smarter and more skilled than you, you’ll learn a lot. The more projects you finish, the more of an expert you’ll become. Then you can pass that knowledge on to someone else!
Play Marshall’s New Game
Marshall and Dusk Wave Arts recently launched their exciting new game BARHEIM, a single-player, 3D Time Management Tower Defense where players experience the chaos of mixing drinks and maintaining a bar while defending themselves from thirsty Vikings!
Check out their game!
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