Clarke and O’Connor’s SXSW Diary – day one
DDB Sydney’s Creative Technology Director Shaun O’Connor and Digital Creative Director David Clarke are covering SXSW exclusively for Campaign Brief from today until March 17.
Sayonara Standards.
Wow. First day. Boom. Austin is completely abuzz with festival-goers and eager-to-be-cool brands everywhere you turn. And it’s pretty incredible.
Big day one trends and common threads are already bubbling to the surface. Whether you’re talking about the possibilities of retail in the Internet of Things, or you’re the founder of Oculus Rift – one thing is clear – the old rules rarely apply.
Interfaces are either completely immersive or gone altogether, and neither camp knows what the new model looks like. Oculus says “no one has nailed input”, and Lowes (home improvement stores) touts that the old sales funnel currently looks more like a smashed pumpkin.
This is a big challenge and enormous creative opportunity. And I’m sure we’ll be hearing more over the next few days. Stay tuned.
– David Clarke
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