Davy Rennie's Unfiltered SXSW Diary - Day 5

D.Rennie .jpgDavy Rennie (left), experience design director, The White Agency Sydney is covering SXSW exclusively for Campaign Brief.

Welcome to 'Unfiltered SXSW: Day Five'.

It's a big final day. The town is changing gears, interactive to music and the crowds changing too. Gone are the wooden framed glasses and MacBooks and in come the leather jackets, flat brimmed caps and banging music.

Before I came to Austin, I'd been informed that my time at SXSW would be "full on," but nothing could quite prepare me for experience it has been.

It's an epic, 5-day clusterf*ck, filled with big queues, big walks, big ideas, and the biggest assault on the senses you could imagine.
My last day at SXSW went out with a bang with one of the most profound thoughts about AR/VR I've encountered so far. We discussed that what we know today about interface design needs to be revisited in virtual and augmented worlds.

We need to be more human-centred in the virtual world, rather than simply regurgitating what we have seen and done in the physical world.

Since VR does not possess the same physical limitations as the real world, we are uninhibited in creating a completely human-centric immersive experience that can be enjoyed by users from around the world. After all, why not push the boundaries of a virtually limitless technology?

Completely shifting realities into a world where everything is designed specifically for purpose, and you can start to think about common patterns and functions we see today, like buttons, shapes, flows and completely change it so it's more real.

We need to completely eschew our paradigm of reality, and delve into the world of fantasy since that is what VR has the ultimate potential to fulfill: the desires and ambitions that we can't fulfill in the "real" world.

Final session for the week, F*ck Jerry and the art of hilarious content.

Fun session to finish the week, light hearted and super inappropriate. Sounds like an epic session.

Lots of 'F' bombs, great.

FJ is able to produce massive amounts of content, but continue to focus on comedic memes; a whole new form of advertising that big businesses are beginning to adopt, for example NFL/EA sports.

The presenter informs us that topical and nostalgic content generally perform the best. So how do big brands engage with this type of content?

Be selective- choose content that complements your brand's products, services and /or philosophy. Don't just jump on the bandwagon. However, in the meme market, brands need to be bold to stand apart from the crowd (if virality is your goal). Importantly, you must not be seen to be trying too hard- millennials smell desperation from a mile away.

Be relevant. Be ironic. Be naughty.

All in all, a great final session. Till next time Austin.

The best of SXSW & Austin:
•   @fuckjerry keynote was great and eye opening
•   Booseka, do yourself a favor and give yourself an audio treat

The worst of SXSW & Austin:
•   Nothing, it's a mess of madness, innovation and brilliance. I'm tired AF, emotional but inspired!


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