2Heads Talks | Fireside edition

In our latest 2Heads Talks episode, Digital Innovation Meets Creative Technology in Experiential Marketing, Matthew Jarman (Head of Digital & Content) and Sam Drew (Head of Creative Technology) explore how digital innovation and storytelling can transform brand experiences.

Technology Should Support the Story – Not Lead It

While the conversation touches on the latest in creative tech – from neuro-haptics to augmented reality wearables – both Matthew and Sam emphasise a shared principle: experiential marketing should begin with narrative.

“We’re not interested in placing a screen just for the sake of it. It’s always about who we’re talking to and what we want to say.” – Matthew Jarman

This philosophy underpins how our teams approach every project, using technology to enhance – not distract from – the emotional journey.

LEGOLAND: Arctic Base Camp – Story First, Tech Second

One standout example is Arctic Base Camp, an immersive activation created for LEGOLAND. Visitors interact with physical LEGO builds that integrate seamlessly with digital storytelling – from video diaries and podcasts to reactive tables and character animations.

Key features included:

· Interactive tables where children scan their builds to trigger digital responses.

· Live-controlled environments where lighting and visuals respond in real-time.

· A digital Yeti in a forced-perspective cave, delivering humour and surprise.

“It was a world-building exercise,” says Matthew. “Every detail added depth, from the static in the radio to the characters caught on CCTV.”

Belden’s Immersive Innovation Centres: A Global Rollout

Another highlight from the episode is our work on Belden’s global innovation centres, including the flagship location in Bangalore. There, our team delivered a fully immersive 270° projection space designed to educate, impress and transport audiences, without the need for VR headsets.

Features included:

· A curved wraparound screen with 5.1 surround audio.

· Immersive content synchronised with spatial audio to guide viewer focus.

· Interactive storytelling based on real-world Belden innovations.

“It’s about placing someone in a space that feels completely believable,” says Sam. “A shared VR experience without goggles.”

The Future of Experiential Marketing: Purpose Over Platform

While technologies like RFID, Matterport, and real-time rendering continue to evolve, both Matthew and Sam agree: technology is only ever as effective as the story it helps to tell.

“We don’t put tech on a pedestal. We start with the audience, the emotion, and the story. Then we build from there.” – Sam Drew

This approach drives innovation, from immersive retail experiences to permanent brand spaces, and keeps the work focused on impact, not just interaction.

Final Takeaway: Let Emotion Drive Execution

What sets exceptional experiential marketing apart is not just how advanced the tech is but how invisible it becomes when used purposefully. When creative technology and digital storytelling align, the result is immersive, unforgettable, and emotionally resonant.

Watch the full episode of 2Heads Talks: Digital Innovation Meets Creative Technology in Experiential Marketing for deeper insights and behind-the-scenes stories.

About 2Heads Talks | Fireside Edition

Where collaboration fuels innovation. 2Heads Talks: Fireside Edition brings together teams from across our agency to discuss how we push boundaries, spark creativity, and evolve experiential marketing. These intimate, in-depth conversations explore the power of teamwork in driving industry-changing ideas and delivering unforgettable brand experiences.