Isabel Soden is the chief of play and founding director of Reuben Feels, an immersive theatre company pioneering the space where theatre and brands meet.

Isabel received her BA in Philosophy and Psychology at Leeds University and went on to train as an actress at Central School of Speech and Drama, The Actors Centre. She spent two years working for the likes of cutting edge immersive theatre-makers, Secret Cinema, You Me Bum Bum Train, and Theatre Lab Company, while simultaneously event coordinating large-scale private and corporate events. Recognising the role of immersive storytelling in marketing and events, Isabel created Reuben Feels in 2012.

In her role as writer/director, working with creative partner Natalie Marsland, she creates bespoke immersive productions. The brand story becomes a whole new world. Consumers are emotionally engaged, active participants. And most importantly everyone is playing.

To date Reuben Feels have created over 80 productions internationally for clients such as easyJet, Diageo, P&G, Google, Red Bull, and Netflix. Isabel and Natalie were awarded TIME OUT’S ‘100 MOST INFLUENTIAL CREATIVES’. The company’s productions have been awarded continuously, including being SHORTLISTED FOR 3 CANNES LIONS, and winning BEST LIVE PR EVENT PR AWARDS.