Matthew Endresz founded XRii to transform how brands, sporting organisations, and events connect with customers. His transformative vision for the extended reality space has been years in the making, and it doesn’t stop here.

As XRii’s founder and CEO, Matthew works closely with our product developers and business development team, whom he leads with clear, strategic objectives. His vision for XRii is rooted in delivering data-driven value for business partners and customers through simple, impactful solutions.

Matthew is also the managing director at Zukaz – a proud partner of XRii that won the Australian Business Innovation Award in 2021. Over the years, he has contributed to Zukaz from virtually every angle, including previous positions in compliance, business development and support.

Outside of XRii, Matthew enjoys investing in technology businesses, playing heaps of sports, and spending time with his friends, family and dogs.

LBB> What does creativity mean to your brand?

Matthew> For XRii, creativity means thinking outside the box to develop innovative solutions that make a meaningful emotional connection with our customers. It’s about daring to be different, taking risks, and not being afraid to fail because we know failure is just a stepping stone to success. Creativity is not just a department; it’s a mindset and commitment that has to be shared by everyone to go Beyond the Ordinary.

LBB> And more broadly, what does creativity mean to you – outside of work, outside of the sphere of advertising and marketing?

Matthew> For me, creativity means thinking of new and efficient ways to tackle challenges, fostering a collaborative environment that welcomes diverse perspectives, and going the extra mile to make a project more engaging and just that 1% better.

LBB> What was the moment or experience in your career that really helped ferment the importance of creativity in marketing?

Matthew> Several key experiences have deeply ingrained in me the importance of creativity in marketing. One pivotal experience was seeing the power of collaborations. By partnering with like-minded organisations, we were able to tap into a synergy that elevated both brands far beyond what could be achieved individually.

These kinds of authentic partnerships often lead to invaluable word-of-mouth marketing, and it can transform a good campaign into a viral sensation. These experiences underscore the benefits of integrating creativity into marketing strategies. They demonstrate that creative approaches not only capture attention but also inspire engagement, loyalty, and advocacy, all of which have long-term benefits for a brand.

LBB> What have you learned that is the key to nurturing fruitful relationships with your creative partners?

Matthew> Open communication: Both parties need to be able to share ideas, feedback and concerns without fear of judgment. 

Shared vision and objectives: Each party may have their own goals. However, there should be a shared vision of the end goal that everyone is working towards.

Learning from failures: Setbacks should be embraced and viewed as a learning experience that you can grow from.

LBB> Which creative campaigns from other brands (past or present) have inspired you most in your career and why?

Matthew> The success of Pokémon Go served as the catalyst for founding XRii, highlighting the immense potential of augmented reality (AR) in engaging users in a unique and immersive experience. The game masterfully combined real-world exploration with digital interaction, setting a precedent for what’s achievable in blending virtual and physical worlds. It demonstrated how technology could incentivise behaviour on a large scale, turning ordinary walks into treasure hunts and public spaces into gaming arenas.

That’s why XRii was established—to harness the power of AR technology to engage users in an equally compelling manner. We envisioned creating interactive experiences that not only entertain but also serve a practical purpose, whether that’s driving sales for businesses, enhancing educational outcomes, or fostering community engagement.

LBB> What campaign that you’ve worked on has been the most creatively satisfying and why?

Matthew> Our Billson’s Beechworth campaign has been the most enjoyable project I’ve worked on to date. Billson’s partnered with XRii to captivate and engage customers in an exhilarating adventure. We rolled out a customised app and a scavenger hunt promotion powered by XRii’s geo-mapping and augmented reality technology.

The hunt challenged participants to collect various AR cordial bottles, which could be exchanged for Billson’s Gold — a limited edition bottle of Billson’s Golden Honeycomb Cordial. What made the campaign particularly satisfying was Billson’s large and enthusiastic following, who are always eager to try new flavours. This eagerness made the launch of the scavenger hunt all the more exciting, especially given the limited availability of the Golden Honeycomb bottles.

LBB> Of all of the puzzles facing marketers right now, what’s the topic that’s perplexing your team the most right now?

Matthew> The central puzzle facing our marketing team today is navigating an increasingly crowded and noisy digital landscape to effectively reach quality leads, generate genuine interest, and increase and sustain engagement, all while keeping marketing spend to a minimum.

LBB> What areas of marketing are you seeing the most exciting potential for creativity?

Matthew> What truly excites me in the marketing world is the endless potential to innovate and adapt strategies for capturing and sustaining people’s engagement. It pushes us to continually refine our approaches, experiment with different channels, and employ storytelling in compelling ways that resonate with our target audience. Moreover, the increasing fusion of the digital and physical worlds opens up thrilling possibilities. Whether it’s through augmented reality experiences that transform physical locations that weave together online and offline touchpoints, the lines are blurring.

LBB> You must see so many ideas pitched to you – and have had to sell in so many ideas to the rest of your company. So what’s the key to selling a great idea?

Matthew> Absolutely, ideas are constantly being shared within the company. While a great idea must be creative and innovative, the real key to selling it internally or externally is backing it up with solid results or data. It’s one thing to say that an idea has potential, but it’s another to show that it’s been tested in some capacity and has demonstrated real-world benefits. Whether it’s through A/B testing, customer surveys, or case studies, having tangible proof adds a level of credibility.

Our goal at XRii was to get high quality case studies out in the market. Our primary objective has been to produce top-tier case studies that we can share with the market. We believe that by showcasing the tangible results and success stories that our technology and services have facilitated, we can provide credible evidence of the value we offer.

LBB> In your experience how can marketing teams drive creativity throughout the rest of an organisation?

Matthew> I’m impressed by the approach MSCHF takes, holding brainstorming sessions every other day to encourage idea generation. While they admit that 90% of these ideas are ultimately discarded, the remaining few yield remarkable outcomes. The underlying philosophy is to maximise the volume of ideas generated, thereby keeping creativity at the forefront of everyone’s mind. Similarly, at XRii, we’ve established a Slack channel called ‘xrii-idea-factory’. This space allows team members to post ideas anytime, creating a collaborative forum for feedback and discussion.

LBB> How do you encourage creative excellence among your team?

Matthew> Fostering creative excellence within our team at XRii goes beyond just brainstorming sessions or idea repositories. One cornerstone of our approach is open communication. We believe that the best ideas can come from anywhere and anyone, regardless of their role within the organisation. But open communication isn’t just about sharing ideas; it’s also about giving and receiving feedback in a constructive manner.

LBB> The big question. We know creativity is effective, but when you’re assessing an idea that’s totally original and new, how do you figure out if it’s brilliant or indulgent?

Matthew> The key approach we take at XRii is not overly to analyse the idea in its early stages. Sometimes, you just have to jump in and test it. Boardroom discussions can only take you so far. It’s in the real world, among your target audience, where an idea proves its worth. By taking a hands-on approach and subjecting the idea to actual market conditions, you get immediate feedback that no amount of internal pondering could provide.

LBB> Tell us about a time you’ve really had to fight for a creative idea – what was the idea, what was the obstacle, and why was it worth it?

Matthew> Every day, we grapple with challenges that range from marketing issues to enhancing our product and boosting customer engagement. Currently, we’re actively discussing how to refine the aesthetics of our map interface to make it more immersive. The key question we’re exploring is whether elevating its visual appeal might necessitate trade-offs in other functional areas. Ultimately, if the change adds value for both our clients and their end-users, we believe it’s worth pursuing.

LBB> What one piece of advice do you have for marketers at the beginning of their careers who are still figuring out how to drive impactful creative marketing?

Matthew> Continuous learning is a cornerstone to staying at the forefront of our industry. This learning process is two-fold: it’s self-managed, where team members take the initiative to upskill independently, and it’s also facilitated by our leaders, who regularly share knowledge and provide learning opportunities. Embracing new technologies and tools is another critical aspect of our growth strategy.

We’re always looking for emerging tech solutions that can offer us competitive advantages or solve existing challenges innovatively. In a rapidly evolving digital environment, the ability to adapt is not just an asset — it’s a necessity. It ensures that we are resilient in the face of change and always prepared to meet the next challenge.