Magic is all about solving problems to create extraordinary experiences. Will uses his expertise in conjuring and its history, combined with performance and problem-solving experience, to help tell stories, build atmosphere, and create astonishing moments. Practically this can involve exploring narrative with directors and writers; developing sets, props, and costumes to facilitate effects with designers and builders; ensuring that lighting and sound compliment illusions; training actors to perform magic; and supervising filming.

Will sometimes works across the duration of a production, from design to realisation. On other occasions, he is brought in to help with a specific problem or challenge.