Rebel and Soul

Rebel and Soul Hello. We’re Rebel & Soul, a multi-award winning, socially conscious brand experience agency with a neuroscience twist. Strategy, Marketing, Events, Creative

What does the brain actually decide to keep?Last week, we made the case that creativity and memory share the same brain ...
30/04/2026

What does the brain actually decide to keep?

Last week, we made the case that creativity and memory share the same brain systems, which led us to a question worth sitting with: If memory is the point, what is the brain actually deciding to keep?

Because most brand experiences are designed for the moment. The reaction in the room. The share in the feed. All good things. None of them are memory.

Memory is the quieter bit. The story someone tells a colleague next week. The feeling that surfaces six months later when they’re choosing between you and someone else.

That’s where brand value actually lives. Not in the experience itself, but in what the brain chose to keep of it.

It’s a subtle shift in how you design, but it changes almost everything: What you spend on, what you cut, what you measure, which moments you engineer, and which ones you let go.

The Science of Creativity showed us how the brain creates. The next question is what it decides to remember, and why.

More on that soon.

26/03/2026

Meditation is great for creativity.
Just not the kind you’re probably doing.
Focused attention meditation, where you heroically concentrate on your breath while mentally composing your grocery list, sharpens your Executive Control Network. Wonderful for focus. Actively unhelpful for generating ideas.
Open mind meditation is the one your creative brain actually wants. No single point of focus. No agenda. Just sitting there noticing whatever floats through without your ECN immediately arresting it for crimes against productivity.
Colzato and colleagues proved in 2012 that this specific type of meditation improved divergent thinking significantly. Because it trains your Salience Network to say “interesting, tell me more” instead of its usual instinct, which is “absolutely not, next.”
The difference matters more than most people realise.
One type of meditation makes you sharper. The other makes you stranger. Both are useful. Know which one you need before you sit down.

💬 Have you tried open-minded meditation? What happened?

Tip 5 of 6 in our Science of Creativity series.

10/03/2026

Your inner critic is a genius.
It’s got terrible timing (showing up late to the brainstorm or at 3am) but it’s genuinely gifted.
It spots flaws, kills risks and protects you from looking ridiculous in front of people you’re trying to impress. The problem? It crashes the idea stage before anything worth protecting even exists.
Divergent thinking is the practice of locking it out of the room. Temporarily. Volume first. Judgement later.
Penn State research found that creative people don’t think differently. They just have better trained networks that know when to let the critic back in.

Try it: one object. 10 uses. No filter. Go.

💬 Drop your weirdest one below. We won’t judge. (Our Executive Control Network is off.)

Tip 2 of 6 in our Science of Creativity series.

03/03/2026

What if the biggest myth about creativity… is the one you’re still telling yourself?
“I’m just not a right-brained person.”

That sentence has killed more ideas than any bad brief, beige brainstorm or bureaucratic bottleneck ever did. And it’s based on science that was debunked so long ago it should come with a VHS rental sticker.

Here’s what neuroscience actually shows: creativity isn’t about which side of your brain lights up. It’s about three networks learning to talk to each other. One generates ideas like an overzealous highly caffeinated brainstorm facilitator. One evaluates them like the annoying but good for you friend who always plays devil’s advocate. And one moves between the two like a neurological light beam, knowing exactly when to shine a spotlight or kill the switch.

When those three networks talk more, creativity increases.

The good news? That conversation can be trained. Your brain isn’t picking sides. It never was. It’s been waiting for you to learn how to enhance the conversation. Stick with us and we’ll show you how.

💬 Now that you know you’re not a left-brained or right-brained person, what are you going to call yourself? All brained? Full brained? A whole lot of brain? Anyone got a better suggestion?!

Your brain has three networks that drive creativity.- The Default Mode Network aka The Daydreamer (generates ideas) - Th...
23/02/2026

Your brain has three networks that drive creativity.

- The Default Mode Network aka The Daydreamer (generates ideas) 
- The Executive Control Network: The Editor (refines them)
- The Salience Network: The Project Manager (decides which to use when)

Creative people are not “wired differently.” Their networks just talk to each other more. And yes, we design environments to help that conversation flow.✨

17/02/2026

The Year of the Fire Horse.

The Fire Horse is bold, magnetic, passionate and just a little unstoppable.
So basically, a Rebel.

This year isn’t about playing it safe. It’s about momentum, instinct, and backing the wild idea in the room, then building it beautifully.

The Fire Horse runs fast, but not aimlessly. It runs with conviction, a little mischief and a very good plan.

To our clients, suppliers, collaborators, partners and extended Rebel family, thank you for running with us.

Here’s to fire in our ideas, horsepower in our ex*****on and a year that refuses to be ordinary.

Saddle up. Let’s ignite 2026 together. 🐎🔥

Happy Chinese New Year 🧧

“You’re so right brained.”Ever been told that? Same.Swipe to see why it is complete nonsense →(And what your brain actua...
12/02/2026

“You’re so right brained.”Ever been told that? Same.

Swipe to see why it is complete nonsense →(And what your brain actually does when you are being creative.)

This is Week 1 of our Science of Creativity series.

Follow for more brain myths we are busting this month.

29/01/2026

How do you create a truly memorable experience for people who’ve seen everything?

You don’t entertain them.
You involve them.

The world doesn’t look the same from every angle.
And leaders who forget that get stuck.

For Xynteo’s annual Performance Theatre, the theme was Invisible Realities - a reminder that the forces shaping our world, our decisions, and our blind spots are often the ones we don’t immediately see.

Across two days and four venues, 140 global leaders, from ex Prime Ministers to FTSE 100 CEO’s, were immersed in experiences designed to challenge perspective.

Through story, sound, movement and human exchange, they were invited to step into realities other than their own, not to be told what to think, but to feel what it’s like to see differently.

From intimate performances led by Hollywood royalty to human libraries filled with rejuvenated offenders and those transitioning genders, to unexpected moments shared over a hidden back-alley dinner, every element was designed to pull people out of their heads and into the moment.

Because understanding multiple perspectives makes us all a little bit more of an empath and great empaths make great leaders.

The impact
- Thousands of memories made
- 100% engagement during interactive moments
- The strongest feedback Xynteo had received in 17 years
- Significant organic reach, despite high privacy and security requirements

In a world that feels more polarised and unpredictable than ever, this message has never felt more relevant.

What’s a moment that truly shifted your perspective?

The Ultimate Neuroexperience: You can now bite your music. Yes, really.Spotted at CES 2026 and shared by designboom:a lo...
28/01/2026

The Ultimate Neuroexperience: You can now bite your music.

Yes, really.

Spotted at CES 2026 and shared by designboom:
a lollipop that lets you listen by biting it.

Bone-conduction sound. Through your teeth.

Candy as an interface.

Ridiculous? A bit. Genius? Yes!

Because it perfectly captures where experiential tech is heading:
out of screens, away from instructions and straight into the senses.

Just bite, and your brain goes, oh, I get it.

Will we all be gnawing on playlists anytime soon? Probably not.

But as a provocation, it’s doing exactly what great experiences do, making something complex feel instantly intuitive (and slightly joyful).

So here’s the real question for brands:
If you stopped asking people to tap, scan or sign in… what could they feel instead?

And be honest, which sense would you play with first? 😏

We design experiences people remember, and we believe what happens because of an event matters just as much as what happ...
26/01/2026

We design experiences people remember, and we believe what happens because of an event matters just as much as what happens at it.

Last year, we helped turn whisky into water (bet your liver wishes it could do that 😜).

Every millilitre of whisky served at our events created 2 days of clean drinking water for communities in need, through our partnership with B1G1, Business for Good.

Because memory-making shouldn’t end when the lights go down.

If your next event could give something back, what would you want it to change?

22/01/2026

The tech aged. The experience didn’t.

Everyone’s doing a 2016 throwback — so here’s one of our most ambitious projects from that year.

Heineken: Live Sound Experiments.

Picture this: you’re dancing in front of a glowing reactive orb. The harder you move, the more the visuals shift and pulse. An app on your phone tracks your energy and at the end of the night, you’re told you danced so hard you just walked the equivalent of the Great Wall of China.

That was Year 1. The question: Can you see music?

Year 2 pushed further: Can you touch it? Interactive robots that responded to the crowd. Sound you could physically reach out and shape.

We co-designed and produced these experiences across 12 countries, 28 cities, and over 50 live events.
But here’s what matters most, looking back from 2026:

The technology has dated. The human behaviour hasn’t.

We were designing for curiosity, movement, and memory and we still are.

So as everyone revisits 2016: which of today’s experiences do you think will still be talked about ten years from now?

21/01/2026

The best tech at events? Invisible tech.

Rebel take: if your guests notice the technology, it’s probably too loud.

We’ve been guilty of it too. Early in our careers we definitely over-engineered a few moments that should’ve just... breathed.

But here’s what we’ve learned: the strongest experiences use tech like great stage crew. It orchestrates. It removes friction. It supports emotion. It doesn’t ask for applause.

A favourite example: DBS Treasures Private Client 5th Anniversary Gala

Conductive ink printed on coasters. Every time someone lifted or set down their glass, it triggered sound. A beautiful surprise for the tables who intrinsically understood that they could make music together.

No app. No instructions. No « please scan here. »

Just six courses, synchronised scent and taste, light responding to the room’s rhythm, and guests who stayed talking instead of tech troubleshooting.

The tech was everywhere. Nobody saw it. Everyone felt it.

That’s the bit we’re a teensy bit obsessed with.

If you have an experience where the tech might be upstaging the humans. We would love to hear the format, and then we’ll share where we’d unplug first.

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