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Always Be Connecting Podcast
10th June 2024

Creating immersive worlds with Tom Ragg

Podcast Audio

Podcast Video

The Synopsis

In this episode of the Always Be Connecting podcast, we bring our very own Tom Ragg, Co-Founder at Storytellers Australia and an expert in immersive storytelling. This episode talks about the intricacies of creating immersive worlds, offering insights into how storytelling can transform experiences in unique and engaging ways.

Embracing Nerd Culture

Tom starts by sharing his journey into nerd culture, from his early days of fascination with dinosaurs and comic books to his current passion for expansive narratives. This lifelong love for stories has significantly shaped his professional path, allowing him to work on various interesting projects that blend his interests with his career.

The Power of Immersive Storytelling

For Tom, the essence of storytelling lies in its ability to connect with people on a profound level. He highlights the joy of seeing someone’s eyes light up when they share a story they are passionate about. This emotional connection is the cornerstone of effective storytelling.

Immersive Storytelling in Action

A key theme discussed is how stories can be told through space and environment, a concept known as immersive storytelling. This approach goes beyond traditional narrative techniques, using settings and atmospheres to create engaging experiences. He illustrates this with examples from theme parks, museums, and even zoos, where the environment itself tells a story.

The Evolution of Immersive Experiences

Tom traces the history of immersive storytelling, from early amusement parks like Coney Island to Disney’s revolutionary Disneyland. He explains how Disney created a park designed for families to share memorable experiences, a concept that modern theme parks like Universal Studios have taken to new heights with attractions like The Wizarding World of Harry Potter.

The Importance of Emotional Resonance

Tom emphasises the importance of creating an emotional resonance with the audience. Whether it’s through the awe of seeing a dragon at Universal Studios or the nostalgia of reliving favourite movie scenes, the goal is to evoke strong, positive emotions. This emotional engagement not only enhances the experience but also makes the story more impactful.

Insights into Modern Immersive Projects

Looking ahead, Tom shares his excitement for upcoming immersive projects, particularly Universal Studios’ new park, Epic Universe. Scheduled to open next year, this park promises to push the boundaries of immersive storytelling even further, with attractions that combine cutting-edge technology with beloved narratives.

Lessons for Businesses

Tom’s insights extend beyond theme parks and entertainment, offering valuable lessons for businesses and marketers. He stresses the importance of understanding your audience and creating positive, memorable interactions. In social media and marketing, this means focusing on content that fosters genuine connections.


This episode of Always Be Connecting with Tom Ragg is a treasure trove of insights into the art of immersive storytelling. From the history of theme parks to practical lessons for businesses, Tom’s expertise and passion for stories shine through. Whether you’re a marketer or simply a fan of immersive experiences, this episode offers a fascinating look into how stories can create worlds that captivate and inspire.

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