At the intersection of experiential design, immersive technologies, and interactive storytelling, digital creativity has become a powerful lever of innovation for brands. More than a passing trend, it is profoundly redefining branding practices, models of audience engagement, and opportunities for economic growth on a global scale.
In this context, the digital creativity industry has emerged as a thriving field at the crossroads of cultural and technological industries—where artistic expertise meets commercial performance.
Today, brands are increasingly seeking to create memorable experiences that leave a lasting impression on their audiences. Consumers, in turn, expect more personalized interactions—sometimes immersive, but above all, engaging. This convergence has given rise to a new form of marketing inspired by Location-Based Entertainment (LBE), including:
→ Interactive installations—sometimes ephemeral—such as immersive walkthroughs, projection mapping, and sensory screens.
→ Hybrid activation formats leveraging mixed reality, AR/VR, or interactive web platforms.
→ Nonlinear and often co-created narratives that tell a meaningful story to audiences.
Over the past few years, Location-Based Entertainment experiences have grown spectacularly, particularly in immersive marketing. Brands are using them for specific activations that merge immersive technologies with artistic creativity, redefining the boundaries of digital culture and entertainment. This phenomenon reflects a desire to offer audiences unique and deeply engaging experiences.
In a 2023 report by Habo, LBEs are defined as follows: “Immersive LBE experiences correspond to a type of entertainment that takes place in a specific physical location, outside the home. They differ from traditional LBE through their engaging nature, allowing participants to immerse themselves in the content until they are entirely absorbed by it. Immersion is the common denominator of these experiences, in which the degree of technological integration and audience participation may vary.” — Habo, 2023
The global market for immersive marketing (AR/VR for brand experiences) was valued at $6.9 billion in 2024, with an expected annual growth rate of 28.6% between 2025 and 2030.
Another rising trend is the phygital—the fusion of the physical and digital worlds. Brands are reinventing their touchpoints so that spaces become experiential environments for their audiences:
→ Nike has turned its flagship stores into immersive studios.
→ Netflix creates high-profile pop-up experiences around its franchises (Stranger Things, Squid Game).
→ Adidas, Chanel, and Louis Vuitton have entered Roblox, Fortnite, and Zepeto with virtual collections and exclusive events.
These strategies are far from anecdotal—they represent a deep shift in brand marketing toward the experience economy, where interaction replaces interruption.
Another rapidly growing segment of digital creativity for brands is artificial intelligence. The increasing integration of AI, generative content, and real-time data collection allows brands to move from one-way communication to an interactive, adaptive, and participatory relationship with their audiences. Storytelling is no longer linear—it becomes adaptive. Each user can live a unique experience shaped by their tastes, choices, and interactions.
AI enables the recommendation of content, the generation of visuals or narratives on the fly, and even real-time modification of the aesthetic or narrative environment according to the viewer’s profile. Brands are thus engaging in emotional design, where every individual feels personally addressed—and even involved—in shaping the message.
This evolution goes hand in hand with a broader movement toward co-creation, in which brands become open platforms for audience participation. Through intuitive or immersive tools, consumers are no longer just receivers—they are actors and authors of the experience.
A few emblematic examples:
→ Nike by You (formerly NIKEiD): by allowing users to design their own shoes, Nike celebrates individual expression and strengthens emotional attachment to the product. Thanks to AI, style and color suggestions can now be refined based on personal or social trends.
→ Lego® Ideas: this platform allows fans to propose new builds. The most supported projects are reviewed by Lego and can become real products—a unique model of co-creation between a leading brand and its most creative users.
→ Adobe Firefly: with the rise of generative AI, Adobe provides tools that let anyone create custom images, logos, or graphic content—blurring the line between professional and amateur creativity. Brands can integrate this capacity into their campaigns (e.g., generating personalized posters based on user prompts).
Ultimately, these new forms of interaction are transforming the very nature of engagement between brands and their audiences. The brand becomes a space of expression and collaboration, a living entity shaped by collective imagination—creating not only emotional and symbolic value but also deeper and more lasting loyalty.
The digital creativity sector for brands is indeed a fast-growing, strategically vital field. It also benefits the creative ecosystem as a whole, mobilizing multiple areas of expertise: digital creation studios, interactive agencies, XR developers, sound designers, visual artists, creative AI specialists, and more. These are the professions of the future—integrated not only into major brand strategies but also into cultural institutions and festivals.
Once again, Montreal stands out as a global hub of digital creativity, thanks to leaders such as Moment Factory, Dpt., Wallrus Creative Technologies, Normal Studio and Rodeo FX. These studios export their expertise worldwide, crafting bespoke experiences that serve brand storytelling—whether immersive shows, experiential pop-ups, or activations in the metaverse.
At the 9th edition of HUB Montreal, taking place from October 20–22, the thematic segment on Brands & Activations will feature internationally renowned experts alongside Québec talent who are actively shaping this vibrant sector.
Join us in just a few weeks for inspiring discussions—and discover what’s next for immersive marketing, LBE, and beyond!
HUB MONTRÉAL THANKS ITS 2025 EDITION PARTNERS
