Deloitte Digital SXSW Brand Launch

Challenge

Deloitte Digital wanted to increase awareness of its brand and positioning as a “Creative Digital Consultancy.” Deloitte Digital chose South by Southwest (SXSW), an international conference known for its ability to bring together the best in technology and art, to showcase how it can take an innovative idea from creative concept to reality.

Solution

Inspired by Austin and the festival’s roots, and in wanting to bring a fresh perspective and experience to “interactive,” we developed a music-centered activation completely free of screens and VR goggles, yet deeply technical and physically engaging.

The centerpiece of the activation was the Audience Reactive Composition (ARC), an interactive musical installation envisioning and bringing to life a take on “the future of music.”

The ARC’s core concept was based on a vision for the future in which technology continues to reduce barriers between consumers and creators and interaction becomes multidirectional. The ARC allowed collaboration between artist and audience, enabled by a series of unique tactile instruments steering the music through their engagement with one another.

Featuring a constantly evolving composition created by Grammy-nominated artist RAC paired with interactive music designer and programmer Yotam Mann, the project embodied a new frontier in live performance and recorded music through a living, evolving arrangement. The five distinct instruments on the installation were designed for both musicians and non-musicians alike, allowing control of both the rhythms and melodies, requiring no prior experience, skill, or rehearsal, to make a perfectly fitting contribution to the music.

RAC, along with Glassnote artists Brad Oberhoffer and Vampire Weekend’s Baio, rotated throughout the activation to guide and interact with the ARC alongside attendees – bringing the audience closer than ever before to musical performances at SXSW.

Deloitte Digital’s broader presence incorporated a fresh and unorthodox visual identity beckoning a renewed look at the firm’s capabilities to potential clients and underscoring its foundational creative talent that can compete with best agencies on the market.

Programming included a collaboration with TechCrunch, and SXSW’s first-ever augmented reality concert powered by HERE earbuds.

Result

The ARC attracted over 6,000 SXSW attendees, earned 450 million media impressions, and was named the Best Brand Experience at SXSW Interactive by CNBC. It received additional critical acclaim in industry publications, Forbes, The Drum, Ad Age, and Ad Week with the headline “The Deloitte You Meet at SXSW Won’t Be the One You’re Likely Familiar with.”

Team Credits:

Marcus De Paula – Brand & Activation Creative Director & Producer

ARC Team:

Dave Rife & Gabe Liberti – Design, Direction, Software & Hardware Development

Beau Burrows – Visual Design and Light Animation

RAC – Music

Yotam Mann – Music Interaction Design and Programming

Marcus Swagger – Digital Fabrication Lead

Aaron Lobdell – Digital Fabrication

Daniel Schaeffer – Light Animation & Tech

Activation:

Video: Jeff Osborne & Marcus De Paula

Photography: Marcus De Paula

Public Relations: Small Girls PR

Production Support: Matthew Arrow