Professor Amanda Murphy is a distinguished academic and multi-award-winning Producer in the Creative Industries. She is recognised for her pioneering work fostering innovation in the UK's creative sector where she has been instrumental in pushing the boundaries of storytelling, offering new ways for audiences to interact with stories and content. She was Executive Producer of the UK largest immersive storytelling project, Storytrails, reimagining history in bringing archive and stories to life using augmented reality. Bringing creative industry partners together with academia in research and development programmes is at the heart of her work, which is currently focused on driving media inclusion and a more democratic approach to immersive storytelling. Amanda is also a BAFTA winner as Producer of the digital short film, Missed Call and created some of UK televisions most successful IP such as Supernanny and the first UK Big Brother.