Falcon’s Creative Group, as it’s known today, began as Falcon’s Treehouse.
As Chief Executive Officer, Cecil has led Falcon’s from its humble beginnings as a small design studio to the internationally recognized firm it is today – a firm which has completed projects for companies that include Chimelong Group, Evergrande Group, Hard Rock, Lotte Group, National Geographic, SeaWorld Parks and Entertainment, Universal Studios, and Walt Disney Company.
Falcon’s empowers diverse global entertainment destinations to engage audiences like never before, equipped with cutting-edge digital storytelling and unparalleled consumer adventures. And we’re only getting started.
Falcon’s Treehouse earned its wings in those early days by engaging deeply with our clients, helping them envision the most absorbing experiences possible. By plugging into each client’s imagination, we tuned in to the truth of their stories, and then we turned on the creative superchargers to generate solutions. Our small but agile company delivered hit after hit by using innovative storytelling techniques to overcome the unique challenges each project brought. We were committed to integrating custom solutions using a multi-layered creative approach that was built on mutual respect and ongoing collaboration with our partners.
Falcon’s took off over the next several years, earning repeat business and new clients alike, evolving into one of the industry’s most trusted and respected attraction design firms. We continued to build a solid reputation of providing on-time, on-budget designs and attraction development while expanding into new realms. We recognized that media was instrumental to the successful storytelling of many of our projects and we possessed the unique knowledge of how to produce that media specifically for those unique venues and attractions. The Digital Media team was born and has grown steadily, hiring only the best, most capable staff members who work hard to deliver the same high-quality solutions that its sister company Falcon’s Treehouse had done for years.
With the addition of our Licensing branch, we formed a complete and unified entity that is now set up to handle every possible client request. And still, what keeps our heart pumping and our blood flowing and our wings flying is our unwavering commitment to help our clients realize their dreams. If we can take the audience on a journey of the mind, where their senses go along for the adventure, we have accomplished something special.
We look forward to soaring to even higher heights. Join us on our journey!
Key Moments in Falcon's History
Scroll this timeline of projects and foundational events of the last 20 years
Falcon’s is established
2000 - After spending more than a decade as an architectural designer and themed entertainment creative director, Cecil D. Magpuri launched Falcon’s Treehouse.
He always knew he wanted to have his own entertainment company where his imagination would encounter no restraints. In less than a year, Falcon’s landed a few big projects that put the fledgling company on the map, and Cecil was able to hire a few staff members.
iXL SCAD
2000 - Falcon's Treehouse designed a custom theatre space for iXL, giving the dot com company a breathtaking venue to showcase its expertise.
The wraparound environment of Solutions Sphere emotionally and physically draws guests in, while the media, a blend of digitally composited CG and edited footage, provides a memorable wow moment. At the exciting conclusion of the presentation, a branded sphere floats into guests’ hands.
Hard Rock Vault
2003 - Falcon’s tapped into their knowledge of designing immersive, pulsed experiences for theme parks when determining the direction to take The Total Immersion Tour, Hard Rock Vault’s main guest experience.
The guided journey took visitors through a series of vignettes that immersed them in rock ‘n roll’s compelling history while offering glimpses of some of Hard Rock’s rarest items from their massive collection.
Curse of DarKastle
2005 - Falcon’s was responsible for comprehensive design and media services for Busch Gardens Williamsburg’s pioneering hybrid attraction, Curse of DarKastle.
Guests were taken on a pulse-pounding sleigh ride filled with dizzying drops, surprise twists, and sensational 3D visuals, which were brought to life with revolutionary technology. The motion-based 4D dark ride experience earned a Thea Award for Outstanding Achievement.
Charlie and the Chocolate Factory
2006 - The story of Charlie and the Chocolate Factory was adapted for a dark ride. Falcon’s Treehouse designed and composed all audio for the ride and provided a turnkey solution for the great glass elevator experience.
CG animation was projected onto five surfaces, which, when combined with all the other impactful environmental effects, provided guests with the unique sensation of flight, albeit a trippy one!
i-Space Exhibit
2006 - A compelling, innovative, forward-thinking exhibition for Singapore’s Science Center planted guests in the future where they were introduced to dozens of next-gen technologies.
Falcon’s master planned the sleek, streamlined gallery and also designed the amusing and fascinating displays and interactives, which inspired visitors of all ages to contemplate a world where the “fiction” from science-fiction is erased.
New Headquarters
2007 - After a few solid years of success, Cecil felt the time was right to seek larger office accommodations for his growing workforce.
MetroWest stood out as an ideal location, mainly due to the conveniences it provides nearby and the high-quality standards for both residential and commercial buildings.
Cecil also wanted Falcon’s to be housed in an attractive setting, and this section of MetroWest meets that criteria.
Dragon’s Treasure™
2007 - The Thea award-wining Dragon’s Treasure™ attraction tells the mythical story of the dragon kings and the fabled pursuit of the mystical pearl.
The engaging media envelopes the audience physically and emotionally. The incredible visual feast was created by Falcon’s, who was proud to have played a central role in this groundbreaking 360° dome experience inside the Bubble Theater at the world-renowned City of Dreams Casino.
Inspiration of Flight
2009 - Blending cutting-edge technology with an emotional, heartfelt story, Falcon’s designed Inspiration of Flight as a showcase for how traditional theme park attractions could cater to the needs and desires of Shanghai Expo 2010 visitors.
On this fantastic journey, guests watch two children become integral parts of the aviation industry, leading the future of aviation from both a technology and service standpoint.
Turtle Trek
2012 - At SeaWorld Orlando’s Turtle Trek® attraction, audiences are immersed in the perspective of Nyah™ the sea turtle and engaged in a thrilling array of natural environments.
This awe-inspiring experience, which takes place inside of Falcon’s Spheron® Theater, gives guests a unique opportunity to not only live out a sea turtle’s challenges and triumphs but also learn how to make a difference for marine ecosystems.
Bà Nà Hills French Village
2013 - Nestled in the midst of a primeval forest, Bà Nà Hills French Village offers a world-class destination high in the mountains of Da Nang, Vietnam
Falcon’s master planned the quaint village, which represents the apex of French culture and architecture. The team spun an intricate tale to drive the creative vision, incorporating a blend of real characters, maps of historical travel routes, and even detailed timelines.
Falcon's Rebranding
In 2014, Falcon’s turned to branding experts to frame up the different types of businesses it had a hand in and to also clarify their messaging and positioning in the market.
This is how Falcon’s Digital Media and Falcon’s Licensing were born and how the umbrella name of Falcon’s Creative Group came into existence. Our identity evolved during this rebranding effort, and it proved to be a pivotal moment in our history.
Chimelong Ocean Kingdom
2015 - Visitors to Chimelong Ocean Kingdom are wowed by a mesmerizing Media Canopy that acts as the theme park’s welcome experience in the morning and exit experience at the end of the day.
Situated over Ocean Avenue, the immense, unique, multimedia extravaganza features a beautiful undersea dance that delights guests with custom characters, environments, and styles. The media was programmed to easily allow for new segments.
IMG Worlds Of Adventure
2016 - Falcon’s master planned IMG Worlds of Adventure, a 1.5 million-square-foot indoor entertainment destination in Dubai that features four themed zones: Marvel, Cartoon Network, Lost Valley – Dinosaur Adventure, and IMG Boulevard.
We also provided media, art direction, and other production services for many of the groundbreaking, high profile guest experiences, themed retail stores, and exclusive dining venues.
Kennedy Space Center: Heroes and Legends
2016 - An immersive storytelling experience at Kennedy Space Center Visitor Complex invites guests to celebrate the power that ordinary people have to rise and become heroes, finding the courage to explore what lies beyond.
Falcon’s provided a multitude of services that ignite the creative pulse of this landmark attraction, including attraction design, media production, onsite project management, and technical integration.
Nat-Geo Encounter: Ocean Odyssey
2017 - Falcon’s designed a breathtaking, interactive, underwater journey that transported guests to extraordinary places among Earth’s diverse ocean biomes.
Through the use of cutting-edge technology, visitors were treated to rare moments in nature and learned how they could help preserve the various wonders they’ve just witnessed. Falcon’s worked their partners to ensure the experience was as authentic as possible.
MOTIONGATE Dubai: Lionsgate Zone
2017 - Falcon’s was honored to be selected as the master planner and creative guardian for the Lionsgate Zone at MOTIONGATE™ Dubai.
We took on the challenge of bringing The Hunger Games film franchise to reality while holding up the integrity and style of the popular intellectual property. The Hunger Games attractions are a pulse-pounding and integral part of this theme park adventure.
Atlantis Sanya: Aquaventure Waterpark & Lost Chambers Aquarium
2018 - Falcon’s provided thematic and interior design services as well as art direction for two of Atlantis Sanya’s highly themed areas. The family-friendly Lost Chambers Aquarium features more than 30 exhibits and is also home to The Ambassador Lagoon, one of the world’s largest aquariums. Stunning design elements and fast-moving waterways at Aquaventure Waterpark immerse visitors in the aquatic wonder of Atlantis.
Battle for Eire
2018 - Falcon’s provided turnkey media and sound production services for this multi-sensory, virtual reality, motion simulator ride at Busch Gardens Williamsburg.
The custom solution artfully blends storytelling, technology, and traditional Irish lore to create a captivating adventure that thrusts riders into an epic battle. Falcon’s helped design the inventive two-stage VR headset, which separates the head mount from the display.
Katmandu Partnership
2019 - At IAAPA Expo 2019, Falcon’s Creative Group hosted a press event to announce their new partnership with Katmandu Group.
Co-founders Juli and Scott Demerau were on hand to discuss the deal, which will result in the expansion of their existing Katmandu IP into more theme park locations around the world, beginning with Punta Cana in the Dominican Republic. Together, we will take this amazing brand to new heights.
Halo: Outpost Discovery
2019 - Falcon’s worked closely with Herschend Live and 343 Industries to provide the narrative, story development, live-action film production, CG animation, visual effects, motion graphics, sound design, and interactive audio for a wide array of experiences throughout Halo: Outpost Discovery.
This one-of-a-kind touring fan experience brought one of the most revered video game universes to captivating life.
Becoming Jane: The Evolution of Dr. Jane Goodall
2019 - Falcon’s Creative Group collaborated with the National Geographic Museum and the Jane Goodall Institute to provide several multimedia experiences for the “Becoming Jane: The Evolution of Dr. Jane Goodall” exhibition.
A variety of innovative storytelling techniques and new technologies immersed visitors in Jane’s journey, allowing them to feel what it was like to live among and study wild chimpanzees in Africa.
Key Moments in Falcon's History
Scroll this timeline of projects and foundational events of the last 20 years
Falcon’s is established
2000 - After spending more than a decade as an architectural designer and themed entertainment creative director, Cecil D. Magpuri launched Falcon’s Treehouse.
He always knew he wanted to have his own entertainment company where his imagination would encounter no restraints. In less than a year, Falcon’s landed a few big projects that put the fledgling company on the map, and Cecil was able to hire a few staff members.
iXL SCAD
2000 - Falcon's Treehouse designed a custom theatre space for iXL, giving the dot com company a breathtaking venue to showcase its expertise.
The wraparound environment of Solutions Sphere emotionally and physically draws guests in, while the media, a blend of digitally composited CG and edited footage, provides a memorable wow moment. At the exciting conclusion of the presentation, a branded sphere floats into guests’ hands.
Hard Rock Vault
2003 - Falcon’s tapped into their knowledge of designing immersive, pulsed experiences for theme parks when determining the direction to take The Total Immersion Tour, Hard Rock Vault’s main guest experience.
The guided journey took visitors through a series of vignettes that immersed them in rock ‘n roll’s compelling history while offering glimpses of some of Hard Rock’s rarest items from their massive collection.
Curse of DarKastle
2005 - Falcon’s was responsible for comprehensive design and media services for Busch Gardens Williamsburg’s pioneering hybrid attraction, Curse of DarKastle.
Guests were taken on a pulse-pounding sleigh ride filled with dizzying drops, surprise twists, and sensational 3D visuals, which were brought to life with revolutionary technology. The motion-based 4D dark ride experience earned a Thea Award for Outstanding Achievement.
Charlie and the Chocolate Factory
2006 - The story of Charlie and the Chocolate Factory was adapted for a dark ride. Falcon’s Treehouse designed and composed all audio for the ride and provided a turnkey solution for the great glass elevator experience.
CG animation was projected onto five surfaces, which, when combined with all the other impactful environmental effects, provided guests with the unique sensation of flight, albeit a trippy one!
i-Space Exhibit
2006 - A compelling, innovative, forward-thinking exhibition for Singapore’s Science Center planted guests in the future where they were introduced to dozens of next-gen technologies.
Falcon’s master planned the sleek, streamlined gallery and also designed the amusing and fascinating displays and interactives, which inspired visitors of all ages to contemplate a world where the “fiction” from science-fiction is erased.
New Headquarters
2007 - After a few solid years of success, Cecil felt the time was right to seek larger office accommodations for his growing workforce.
MetroWest stood out as an ideal location, mainly due to the conveniences it provides nearby and the high-quality standards for both residential and commercial buildings.
Cecil also wanted Falcon’s to be housed in an attractive setting, and this section of MetroWest meets that criteria.
Dragon’s Treasure™
2007 - The Thea award-wining Dragon’s Treasure™ attraction tells the mythical story of the dragon kings and the fabled pursuit of the mystical pearl.
The engaging media envelopes the audience physically and emotionally. The incredible visual feast was created by Falcon’s, who was proud to have played a central role in this groundbreaking 360° dome experience inside the Bubble Theater at the world-renowned City of Dreams Casino.
Inspiration of Flight
2009 - Blending cutting-edge technology with an emotional, heartfelt story, Falcon’s designed Inspiration of Flight as a showcase for how traditional theme park attractions could cater to the needs and desires of Shanghai Expo 2010 visitors.
On this fantastic journey, guests watch two children become integral parts of the aviation industry, leading the future of aviation from both a technology and service standpoint.
Turtle Trek
2012 - At SeaWorld Orlando’s Turtle Trek® attraction, audiences are immersed in the perspective of Nyah™ the sea turtle and engaged in a thrilling array of natural environments.
This awe-inspiring experience, which takes place inside of Falcon’s Spheron® Theater, gives guests a unique opportunity to not only live out a sea turtle’s challenges and triumphs but also learn how to make a difference for marine ecosystems.
Bà Nà Hills French Village
2013 - Nestled in the midst of a primeval forest, Bà Nà Hills French Village offers a world-class destination high in the mountains of Da Nang, Vietnam
Falcon’s master planned the quaint village, which represents the apex of French culture and architecture. The team spun an intricate tale to drive the creative vision, incorporating a blend of real characters, maps of historical travel routes, and even detailed timelines.
Falcon's Rebranding
In 2014, Falcon’s turned to branding experts to frame up the different types of businesses it had a hand in and to also clarify their messaging and positioning in the market.
This is how Falcon’s Digital Media and Falcon’s Licensing were born and how the umbrella name of Falcon’s Creative Group came into existence. Our identity evolved during this rebranding effort, and it proved to be a pivotal moment in our history.
Chimelong Ocean Kingdom
2015 -Visitors to Chimelong Ocean Kingdom are wowed by a mesmerizing Media Canopy that acts as the theme park’s welcome experience in the morning and exit experience at the end of the day.
Situated over Ocean Avenue, the immense, unique, multimedia extravaganza features a beautiful undersea dance that delights guests with custom characters, environments, and styles. The media was programmed to easily allow for new segments.
IMG Worlds Of Adventure
2016 - Falcon’s master planned IMG Worlds of Adventure, a 1.5 million-square-foot indoor entertainment destination in Dubai that features four themed zones: Marvel, Cartoon Network, Lost Valley – Dinosaur Adventure, and IMG Boulevard.
We also provided media, art direction, and other production services for many of the groundbreaking, high profile guest experiences, themed retail stores, and exclusive dining venues.
Kennedy Space Center: Heroes and Legends
2016 -An immersive storytelling experience at Kennedy Space Center Visitor Complex invites guests to celebrate the power that ordinary people have to rise and become heroes, finding the courage to explore what lies beyond.
Falcon’s provided a multitude of services that ignite the creative pulse of this landmark attraction, including attraction design, media production, onsite project management, and technical integration.
Nat-Geo Encounter: Ocean Odyssey
2017 - Falcon’s designed a breathtaking, interactive, underwater journey that transported guests to extraordinary places among Earth’s diverse ocean biomes.
Through the use of cutting-edge technology, visitors were treated to rare moments in nature and learned how they could help preserve the various wonders they’ve just witnessed. Falcon’s worked their partners to ensure the experience was as authentic as possible.
MOTIONGATE Dubai: Lionsgate Zone
2017 -Falcon’s was honored to be selected as the master planner and creative guardian for the Lionsgate Zone at MOTIONGATE™ Dubai.
We took on the challenge of bringing The Hunger Games film franchise to reality while holding up the integrity and style of the popular intellectual property. The Hunger Games attractions are a pulse-pounding and integral part of this theme park adventure.
Atlantis Sanya: Aquaventure Waterpark & Lost Chambers Aquarium
2018 -Falcon’s provided thematic and interior design services as well as art direction for two of Atlantis Sanya’s highly themed areas. The family-friendly Lost Chambers Aquarium features more than 30 exhibits and is also home to The Ambassador Lagoon, one of the world’s largest aquariums. Stunning design elements and fast-moving waterways at Aquaventure Waterpark immerse visitors in the aquatic wonder of Atlantis.
Battle for Eire
2018 - Falcon’s provided turnkey media and sound production services for this multi-sensory, virtual reality, motion simulator ride at Busch Gardens Williamsburg.
The custom solution artfully blends storytelling, technology, and traditional Irish lore to create a captivating adventure that thrusts riders into an epic battle. Falcon’s helped design the inventive two-stage VR headset, which separates the head mount from the display.
Katmandu Partnership
2019 - At IAAPA Expo 2019, Falcon’s Creative Group hosted a press event to announce their new partnership with Katmandu Group.
Co-founders Juli and Scott Demerau were on hand to discuss the deal, which will result in the expansion of their existing Katmandu IP into more theme park locations around the world, beginning with Punta Cana in the Dominican Republic. Together, we will take this amazing brand to new heights.
Halo: Outpost Discovery
2020 - Falcon’s worked closely with Herschend Live and 343 Industries to provide the narrative, story development, live-action film production, CG animation, visual effects, motion graphics, sound design, and interactive audio for a wide array of experiences throughout Halo: Outpost Discovery.
This one-of-a-kind touring fan experience brought one of the most revered video game universes to captivating life.
