Unbnd, an Australian creative technology company, today bolstered its leadership team with the appointment of David Loughnan as managing director.

Based in Sydney, David will be responsible for driving growth for Unbnd through strategic partnerships and new client acquisitions.

He will also explore licensing opportunities for Unbnd’s patented mixed-reality platform that capitalises on mobiles limited screen space by allowing users to interact with 2D video content within an extended, 3D environment.

David has a strong track record across digital, creative, strategy and customer experience and brings over 18 years’ experience from working in both London and Sydney.

He most recently led the Interactive department at Clemenger Group’s activation agency, Traffik, where he was responsible for the organisation’s digital output across strategy, creative and execution, and grew Traffik’s reputation as a creative leader in the tech-experiential space.

The appointment comes off the heels of Unbnd announcing a partnership with the National Basketball Association (NBA), becoming the first Australian company to deliver NBA content through an immersive mixed reality experience via a mobile and VR platform known as MIA.

“Unbnd is at an exciting time in their growth trajectory and is developing immersive technology products that enable their clients to build audience connections in new and meaningful ways,” said Loughnan.

“I’m excited to be on-board and lead a team who share the same passion for changing the status quo of content consumption, solving business problems through interactive experiences.”

As part of Unbnd’s focus on cementing its leadership team, the company has also appointed Aron Du-Shane to the role of Marketing Director. He has a wealth of experience in the space having produced and delivered innovative solutions for organisations including eBay, George Weston Foods and Brand New Media.

“A big focus for Unbnd is moving immersive technology beyond gimmick applications and helping brands drive engagement, connect with audiences, create differentiation in market, and drive cost-efficiencies,” said Unbnd CEO Antony Arena.

“Both David and Aron bring the passion and acumen to help achieve this. They have an outstanding proven ability to think creative and commercially, using strategic brand-led insights to engage consumers in new ways, and I’m thrilled to welcome them into their new roles.”