The paper raises questions concerning how Service Design tools and methodologies might be adapted to the particular needs of industry, enabling their autonomous use by non-designers. The potential for incorporating Service Design thinking into the creative media industries through the development of tools tailored to the industry needs and aspirations is here narrated through the experience gathered by the Moving Targets project, which has been developing a series of tools that merge basic design tools with the development of ’props’ specific to the field of creative media and audience involvement. Reflecting on the project’s work embedded in industry and design-led research processes used in the development of those tools, this paper offers a critical analysis of the value and challenges of this type of work, where the transformational role of design can be at odds with the traditions and cultures of industrial processes.