Important Small Things: Making a Difference Through Digital Experiences
Kev Moss, Founder of ImportantSmallThings
In the buzzing world of creative technology, Important Small Things is quietly redefining what digital content can achieve. Founded in May 2025, the company is led by Kev Moss, a seasoned creative director with a long history of pioneering digital campaigns, and Aaron Burch, CTO and technical innovator. Despite being a small team, they are proving that big ideas do not need big offices, just vision, creativity, and a purpose.
Kev’s career reads like a highlight reel of the UK digital scene. From launching PlayStation Online to leading campaigns for Honda, his work has consistently pushed the boundaries of emerging technology. His BAFTA nomination and a successful agency sale to WPP underline his influence, but it is his recent focus on VR, AR, and AI that signals a new chapter, one where creativity meets social impact.
Technology with Purpose
The company’s first VR projects tackled medical challenges, creating one of the UK’s first VR programmes to help patients manage pain. Seeing how a headset and an immersive story could genuinely ease suffering shaped the company’s mission: using technology to create experiences that entertain, comfort, and inspire.
Important Small Things blend creativity with impact. The team’s current project, collaborating with Cardiff University and Universal Music Group (UMG), has developed experiences that are immersive, therapeutic, and deeply human. Their flagship project, Placelist, transports users to virtual landscapes where music and mindfulness converge. From sitting atop a digital mountain listening to music to sending a paper aeroplane adrift in VR to release stress, each interaction is designed to foster joy and presence.
Human-Centred Design at Its Core
Every project is guided by human-centred design. The team builds their products with users, not just for them, ensuring experiences meet real needs and create genuine emotional impact. AI is a tool to enhance these worlds, but empathy remains at the core.
Rapid Growth and Meaningful Partnerships
The company has recently joined a prestigious Alzheimer’s Accelerate Growth Launchpad, working with Dr Gary Christopher from Swansea University to prototype AI tools for dementia care. These projects explore how nostalgia can trigger not just memory, but emotion, helping users reconnect with cherished moments. For Kev, seeing people genuinely engage and find joy in these experiences underscores the profound effect even small interventions can have.
Choosing Impact Over Opportunity
With limitless possibilities in technology, focus is key. The team carefully selects projects that align with their manifesto: to use creative tech to make the world a slightly better place. Successes are measured not just in contracts, but in moments of human connection, like a user reconnecting with childhood memories through a simple VR paper aeroplane exercise.
Important Small Things, Big Impact
Important Small Things is proving that innovation, when paired with purpose and empathy, can do far more than entertain, it can transform lives. The company’s combination of ambition, heart, and creative flair ensures that even small gestures in digital worlds leave lasting impressions in the real one.
Watch the full video at catmosonic.com
Future plans
Kev’s latest and most exciting project, catmosonic.com, perfectly captures his belief in using technology for good. Playful yet rooted in science, it began with a simple human truth, when a cat curls up on your chest and purrs, it feels deeply soothing. Kev and his team have recreated that comfort in VR by adapting controller vibrations using patent-pending technology that allows them to precisely control the frequency, delivering gentle ‘sonic’ therapeutic benefits. In these calming virtual spaces, users practise breathing exercises, and when their breath falls in sync with the virtual cat’s purr, the body naturally relaxes and the effect is amplified. It’s healthcare disguised as storytelling, a blend of science, emotion and imagination. Kev describes it as wrapping wellbeing in playful narratives rather than clinical settings. Even the marketing follows that spirit, built around the cheeky idea that “happy humans create fat cats”, because content people feed their cats more. It’s clever, memorable, and proves once again that small things, when done creatively, can make a big difference.
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