Pinch & Dive

In this special episode of Pinch & Dive, Owi and Ula sit down with Iris Coldibelli, Vice President of Strategy at Havas Health Network, to explore how immersive marketing can be more than just eye-catching. It can be healing, impactful, and deeply intentional.

From sensory brand worlds and VR mindfulness tools to immersive wellness activations, this conversation dives into how purpose and innovation intersect. Iris shares insight from global health campaigns, the responsibility of creators, and how immersive technology can bring humanity back into marketing.

Topics include:

• Purpose-driven innovation
• Emotional design in immersive worlds
• Wellness activations, digital rituals & sensory pods
• Why not every immersive experience needs to go viral to be powerful

This is an episode for creative leaders, wellness brands, and anyone building with meaning.

Thanks for tuning into Pinch & Dive—a podcast where industry experts explore the evolving worlds of immersive media, experiential marketing, and interactive tech.

Hosted by two seasoned experts from the global creative industry:

🔧 Mateusz “Owi” Owsiany – CEO and Executive Creative Director of MPMTeam, a Global Award-Winning Creative Agency. With over a decade of experience, Owi helps brands craft unforgettable experiences that merge storytelling, strategy, and cutting-edge tech across the U.S. and Europe.

🌐 Ula Nairne – Immersive producer and strategist delivering bold, tech-driven experiences for top-tier global brands across Asia, Europe, and the U.S. Her work turns emerging technologies into real-world impact for some of the world’s most influential companies.

Each episode offers fresh insights, deep dives, and real talk with the people building what’s next — minus the hype, plus the vision.

Pinch in. Dive deep. And join us at the edge of what’s possible.

🎧 Follow us on Spotify, Apple Podcasts, or your favorite podcast platform
📩 Got thoughts or ideas? Drop us a DM or comment—we love hearing from you!
💥 Don’t forget to subscribe & share if you got value from today’s episode.

Recorded live at Cannes Lions, this special episode of Pinch & Dive brings together Owi, Ula, and guest Philip Lomax (EVP at MediaScience) to talk about the state—and future—of immersive, gamified, and data-driven advertising.

We dive into attention metrics, emotional engagement, neuroscience-powered insights, and why the context of an ad matters more than ever. Philip shares groundbreaking research on platforms like Roblox, Hulu, connected TV, and shoppable ads, plus how neuroscience and eye-tracking are revealing what audiences actually feel (not just what they say).

We also cover:

• Cannes trends: AI, sports, CTV, creativity
• Why most B2B ads fail
• The rise of pause ads, trivia formats & digital mascots
• How generative AI is shaping brand testing
• Why creative science deserves a seat at the table

If you care about the future of advertising, creative effectiveness, and immersive media, this is an unmissable episode.

🎧 Subscribe on Spotify, Apple Podcasts, or wherever you listen
https://pinchndive.buzzsprout.com/

📩 Connect with us on LinkedIn and send us your takeaways
https://www.linkedin.com/in/mateusz-owi-owsiany-972004195/
https://www.linkedin.com/in/ulanairne/
https://www.linkedin.com/in/philliplomax/

🌊 Dive deeper by sharing this episode with a CMO, strategist, or creative lead

Thanks for tuning into Pinch & Dive—a podcast where industry experts explore the evolving worlds of immersive media, experiential marketing, and interactive tech.

Hosted by two seasoned experts from the global creative industry:

🔧 Mateusz “Owi” Owsiany – CEO and Executive Creative Director of MPMTeam, a Global Award-Winning Creative Agency. With over a decade of experience, Owi helps brands craft unforgettable experiences that merge storytelling, strategy, and cutting-edge tech across the U.S. and Europe.

🌐 Ula Nairne – Immersive producer and strategist delivering bold, tech-driven experiences for top-tier global brands across Asia, Europe, and the U.S. Her work turns emerging technologies into real-world impact for some of the world’s most influential companies.

Each episode offers fresh insights, deep dives, and real talk with the people building what’s next — minus the hype, plus the vision.

Pinch in. Dive deep. And join us at the edge of what’s possible.

🎧 Follow us on Spotify, Apple Podcasts, or your favorite podcast platform
📩 Got thoughts or ideas? Drop us a DM or comment—we love hearing from you!
💥 Don’t forget to subscribe & share if you got value from today’s episode.

From Cannes to Connecticut, Formula 1 to PGA—this episode dives deep into how immersive technology is reshaping the events industry across sports, brand activations, conferences, and hybrid experiences.

Owi and Ula explore the power of virtual event extensions, interactive screens, digital twins, holograms, AR scavenger hunts, and AI-driven personalization. From Wall Street Journal’s Cannes Lions digital twin to gamified sports broadcasts and sensory-powered wellness pods at events like POSSIBLE Miami, they show how immersive media can boost reach, deepen engagement, and drive ROI—without blowing your budget.

Whether you're an event marketer, innovation lead, or tech-savvy brand builder, this episode will spark ideas that transcend physical space.

Thanks for tuning into Pinch & Dive—a podcast where industry experts explore the evolving worlds of immersive media, experiential marketing, and interactive tech.

Hosted by two seasoned experts from the global creative industry:

🔧 Mateusz “Owi” Owsiany – CEO and Executive Creative Director of MPMTeam, a Global Award-Winning Creative Agency. With over a decade of experience, Owi helps brands craft unforgettable experiences that merge storytelling, strategy, and cutting-edge tech across the U.S. and Europe.

🌐 Ula Nairne – Immersive producer and strategist delivering bold, tech-driven experiences for top-tier global brands across Asia, Europe, and the U.S. Her work turns emerging technologies into real-world impact for some of the world’s most influential companies.

Each episode offers fresh insights, deep dives, and real talk with the people building what’s next — minus the hype, plus the vision.

Pinch in. Dive deep. And join us at the edge of what’s possible.

🎧 Follow us on Spotify, Apple Podcasts, or your favorite podcast platform
📩 Got thoughts or ideas? Drop us a DM or comment—we love hearing from you!
💥 Don’t forget to subscribe & share if you got value from today’s episode.

In Episode 4 of Pinch & Dive, Owi and Ula explore how immersive technologies are transforming corporate training, onboarding, and education—from aviation simulators to VR factory safety drills and gamified sales onboarding.

They break down why traditional training is becoming obsolete, how companies can use immersive learning to reduce costs, increase knowledge retention, and speed up onboarding by months, and how experiences like CPR simulations and digital twins are now solving real-world problems across industries like manufacturing, healthcare, HR, and education.

Whether you’re leading HR, L&D, innovation, or ops, this episode is packed with real examples and tactical value.

Thanks for tuning into Pinch & Dive—a podcast where industry experts explore the evolving worlds of immersive media, experiential marketing, and interactive tech.

Hosted by two seasoned experts from the global creative industry:

🔧 Mateusz “Owi” Owsiany – CEO and Executive Creative Director of MPMTeam, a Global Award-Winning Creative Agency. With over a decade of experience, Owi helps brands craft unforgettable experiences that merge storytelling, strategy, and cutting-edge tech across the U.S. and Europe.

🌐 Ula Nairne – Immersive producer and strategist delivering bold, tech-driven experiences for top-tier global brands across Asia, Europe, and the U.S. Her work turns emerging technologies into real-world impact for some of the world’s most influential companies.

Each episode offers fresh insights, deep dives, and real talk with the people building what’s next — minus the hype, plus the vision.

Pinch in. Dive deep. And join us at the edge of what’s possible.

🎧 Follow us on Spotify, Apple Podcasts, or your favorite podcast platform
📩 Got thoughts or ideas? Drop us a DM or comment—we love hearing from you!
💥 Don’t forget to subscribe & share if you got value from today’s episode.

In Episode 3 of Pinch & Dive, Owi and Ula explore the untold story of how immersive media is revolutionizing the inside of global businesses—from VR product demos and 3D onboarding to virtual training, digital twins, and even selling banking services through Apple Vision Pro.

This episode is a deep dive into the B2B and internal use cases of AR, VR, and mixed reality. You'll hear real-world examples (some we helped build) from industries like education, real estate, manufacturing, and finance—where immersive tech is saving time, reducing costs, and even helping brands raise billions in investment.

If you think immersive media is just for marketing or gaming… this episode will change your mind.

Thanks for tuning into Pinch & Dive—a podcast where industry experts explore the evolving worlds of immersive media, experiential marketing, and interactive tech.

Hosted by two seasoned experts from the global creative industry:

🔧 Mateusz “Owi” Owsiany – CEO and Executive Creative Director of MPMTeam, a Global Award-Winning Creative Agency. With over a decade of experience, Owi helps brands craft unforgettable experiences that merge storytelling, strategy, and cutting-edge tech across the U.S. and Europe.

🌐 Ula Nairne – Immersive producer and strategist delivering bold, tech-driven experiences for top-tier global brands across Asia, Europe, and the U.S. Her work turns emerging technologies into real-world impact for some of the world’s most influential companies.

Each episode offers fresh insights, deep dives, and real talk with the people building what’s next — minus the hype, plus the vision.

Pinch in. Dive deep. And join us at the edge of what’s possible.

🎧 Follow us on Spotify, Apple Podcasts, or your favorite podcast platform
📩 Got thoughts or ideas? Drop us a DM or comment—we love hearing from you!
💥 Don’t forget to subscribe & share if you got value from today’s episode.

In this episode of Pinch & Dive, Owi and Ula unpack the slow death of passive entertainment and the explosive rise of interactive, immersive experiences. From gamified Snapchat filters and Roblox concerts to immersive anime and AI-driven storytelling, we explore how the line between viewer and participant is rapidly disappearing.

We discuss major brand activations like LEGO x Formula 1 and ELF Beauty in Roblox, immersive training tools, and how companies can build stronger emotional connections with audiences through play, not just viewing. This is your guide to understanding why the future of entertainment is gamified, social, and fully interactive.

Thanks for tuning into Pinch & Dive—a podcast where industry experts explore the evolving worlds of immersive media, experiential marketing, and interactive tech.

Hosted by two seasoned experts from the global creative industry:

🔧 Mateusz “Owi” Owsiany – CEO and Executive Creative Director of MPMTeam, a Global Award-Winning Creative Agency. With over a decade of experience, Owi helps brands craft unforgettable experiences that merge storytelling, strategy, and cutting-edge tech across the U.S. and Europe.

🌐 Ula Nairne – Immersive producer and strategist delivering bold, tech-driven experiences for top-tier global brands across Asia, Europe, and the U.S. Her work turns emerging technologies into real-world impact for some of the world’s most influential companies.

Each episode offers fresh insights, deep dives, and real talk with the people building what’s next — minus the hype, plus the vision.

Pinch in. Dive deep. And join us at the edge of what’s possible.

🎧 Follow us on Spotify, Apple Podcasts, or your favorite podcast platform
📩 Got thoughts or ideas? Drop us a DM or comment—we love hearing from you!
💥 Don’t forget to subscribe & share if you got value from today’s episode.

In the debut episode of Pinch & Dive, Owi and Ula dive into how immersive technology is transforming e-commerce—from interactive 3D shopping experiences to AI-powered AR assistants. They unpack how Gen Z and Gen Alpha demand more sensory, personalized, and gamified purchase journeys—and why brands must adapt or get left behind.

The hosts explore everything from Roblox x Shopify collabs to virtual fashion, Snapchat lenses, and the role of wearables and AI in shaping what comes next. Whether you're in retail, marketing, or just curious about the future of digital shopping—this one's for you.

Thanks for tuning into Pinch & Dive—a podcast where industry experts explore the evolving worlds of immersive media, experiential marketing, and interactive tech.

Hosted by two seasoned experts from the global creative industry:

🔧 Mateusz “Owi” Owsiany – CEO and Executive Creative Director of MPMTeam, a Global Award-Winning Creative Agency. With over a decade of experience, Owi helps brands craft unforgettable experiences that merge storytelling, strategy, and cutting-edge tech across the U.S. and Europe.

🌐 Ula Nairne – Immersive producer and strategist delivering bold, tech-driven experiences for top-tier global brands across Asia, Europe, and the U.S. Her work turns emerging technologies into real-world impact for some of the world’s most influential companies.

Each episode offers fresh insights, deep dives, and real talk with the people building what’s next — minus the hype, plus the vision.

Pinch in. Dive deep. And join us at the edge of what’s possible.

🎧 Follow us on Spotify, Apple Podcasts, or your favorite podcast platform
📩 Got thoughts or ideas? Drop us a DM or comment—we love hearing from you!
💥 Don’t forget to subscribe & share if you got value from today’s episode.