Guest: Thibault Mathieu, Founder and CEO, Wilkins Avenue AR

On LinkedIn | https://www.linkedin.com/in/thibaultmathieu/

On Twitter | https://x.com/thibaultmathieu

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Host: Marco Ciappelli, Co-Founder at ITSPmagazine [@ITSPmagazine] and Host of Redefining Society Podcast & Audio Signals Podcast

On ITSPmagazine | https://www.itspmagazine.com/itspmagazine-podcast-radio-hosts/marco-ciappelli

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This Episode’s Sponsors

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Episode Introduction

Hello, everyone. I'm Marco Ciappelli, and you’re tuned into another episode of the Audio Signals podcast. If you're familiar with the show, you know that storytelling is at the heart of what I do—exploring how we communicate, how we connect, and how stories evolve to reflect the world around us. Today, I’m particularly excited because we’re diving into a whole new dimension of storytelling: augmented reality (AR).

Our guest is Thibault Mathieu, a pioneer in immersive storytelling from Paris, whose journey took him from dreaming of directing movies to designing AR and VR experiences that are pushing the boundaries of what's possible. In our conversation, we explore not only the how but the why behind AR storytelling—why it captivates us, why it challenges traditional narratives, and why it’s starting to become a game-changer in entertainment, marketing, and even our daily lives.

Note about the title
The reference in the title is to Marshall McLuhan’s famous concept, “The medium is the message,” from his 1964 book, Understanding Media: The Extensions of Man. McLuhan argued that the medium through which content is delivered profoundly shapes and influences the way we perceive and interpret that content. His idea suggests that the characteristics of each medium (such as television, radio, or print) are just as impactful as the actual message conveyed, because they transform the way information is received and understood by an audience.

In the context of AR and VR storytelling, this idea resonates because these technologies aren’t just new ways to tell stories—they actually redefine the experience itself. With immersive reality, the medium (augmented or virtual reality) becomes an interactive space that the audience can inhabit, creating a new form of engagement where the "message" or story is inseparable from the experience of being in an altered or enhanced reality.

A New Dimension in Storytelling

We’ve all seen storytelling evolve through the ages, from spoken words to books, radio, and film. But with AR, we’re stepping into a realm where stories don’t just exist on a page or a screen—they inhabit our physical spaces. Thibault’s work in immersive storytelling lets us experience narratives in a way that feels tangible, as if the digital world is blending with our own surroundings. Imagine walking into a scene where elements of a story appear around you, transforming the way we relate to both the story and the space we occupy.

The Role of Technology in Crafting Emotional Connections

Thibault and I discussed how new tech like Apple’s Vision Pro and Meta’s Quest 3 is closing the gap between reality and digital experience. The "uncanny valley"—that uncomfortable place where things look almost real but not quite—is beginning to fade. These advancements mean that creators can build worlds where the lines between what’s real and what’s imagined are blurred. And with that, storytelling gains an emotional weight that goes beyond passive viewing; it becomes something you can feel, something you can be part of.

Redefining Storytelling on New Platforms

Thibault's latest project, Out There, takes advantage of AR’s unique qualities by immersing audiences in a musical experience designed for this latest wave of AR headsets. Imagine not just listening to music but feeling surrounded by the narrative and emotions of the song, like the soundtrack of your own adventure. The technology lets us dissolve the usual boundaries, putting the audience right at the heart of the story and letting them interact with it in real-time. This is more than just a new way to tell stories—it’s a step towards storytelling as an experience you live.

Transforming Brand Experiences Through AR

The conversation wouldn’t be complete without touching on the power of AR in branding. Thibault has been working with luxury brands like Lancôme to create experiences that go beyond showcasing products. These projects aim to weave a brand’s identity into an interactive, immersive experience that people can feel a part of. When done well, it’s not just marketing—it’s storytelling that resonates on a deeper level, connecting audiences to brands in ways that can be more meaningful than traditional advertising.

Embracing the Future, One Story at a Time

Looking forward, Thibault sees a world where AR isn’t just for niche experiences but is integrated into our daily lives, enhancing tasks, entertainment, and social interactions. Yet, as he and I agree, while the technology is fascinating and transformative, the story itself remains paramount. No matter the medium—whether a simple conversation, a song, or an augmented reality experience—a powerful story is what captivates us, resonates with us, and, ultimately, stays with us.

Thanks for joining me on this journey through the future of storytelling. Thibault, thank you for bringing your insights and passion to today’s discussion. For those curious to dive further into this world, check out the links to Thibault’s work and Out There below.

As always, remember: We are made of stories. So let’s keep telling them, in every dimension and every medium we can imagine.

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Resources

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For more podcast stories from Audio Signals: 
https://www.itspmagazine.com/audio-signals

Watch the video version on-demand on YouTube: https://www.youtube.com/playlist?list=PLnYu0psdcllQvnJ8eHUlVX8AuyhehtexA

Are you interested in sponsoring an ITSPmagazine Channel?
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