The average person is absorbing over 18 hours of content a day, so
there's just not enough space. We're in a Content Real Estate Crisis.
Companies like Netflix or other big players with bottomless budgets can
afford to position their content during prime-time, but us? We've gotta
get creative and fill in the cracks.
Whether it's micro-content
(<6-seconds), new content displaying or sharing methods (AR, VR,
Stories Platforms, Stickers, etc) or, y'know, by being Netflix and just
throwing money at it - it's a matter of finding a way to be
At the end of his session, Chung revealed that the
retro-looking camera he used at the start was actually a prototype of
his: A GIPHY Camera. He wanted to see if we could capture more emotion
in the real world by taking snapshots of emotive moments. He also
revealed the GIPHY Frame: a 2mm-thick digital screen that looks like a
polaroid but plays gifs. Chung has essentially created a juiced-up
Polaroid camera. Unfortunately, these products will be released "maybe
never, I don't know".
In summary: There's no space left for
content. We either need to be small enough to fit in the cracks, find
alternative space-saving methods or have enough money to just buy your
And give us the GIPHY Camera, Chung - you tease!
----Why engaging with politics is critical for brands
say the US political environment is "highly-charged" is a bit of an
understatement. Which is why Latia Curry created Rally: a company that
works with brands and agencies to navigate touchy political subjects
when rolling out purpose-driven messaging. She showcased several
high-profile US brands that have taken a stance and categorised them in
three main stages.
Level 1. Testing the Waters
Burger King have produced videos across several issues like Net
Neutrality and Cyber Bullying. Latia commended them for this effort but
encouraged them to determine which issues they want to stand behind and
really dial in and try to make a real-world change.
Level 2. Owning your Position
year, Lyft pledged to donate a million dollars to the ACLU as a result
of President Trump's immigration orders on seven majority-Muslim
countries. This gesture showcased that Lyft had moved beyond messaging
towards more serious commitments.
Level 3. Walking the Walk
the brand Latia showcased on this level was ultra-conservative US brand
Chick-Fil-A. While she didn't agree with the views of Chick-Fil-A, she
said they were one of the best examples of a brand's political beliefs
filtering through their entire organization; from being closed on Sunday
for church services, to open stances against same-sex marriage.
Chick-Fil-A you know what you are getting as a consumer, beyond the
food. The scary part is they are one of the fastest growing QSR chains
Overall, it is becoming increasingly important for
brands to determine their position on the political spectrum. Not only
that, but you must make sure your efforts are authentic and consistent,
or you'll be doing more damage than good - to your brand and
importantly, the communities you're trying to help.
----Dismantling with design: Creating equitable cities
so much going on here that missing out on a few sessions is a given.
But this means you'll accidentally stumble into something else. Today, a
drop-in ended up being a winner.
Social Entrepreneur Antionette
Carroll's talk challenged IBM's claim that design is the intention of
the outcome. She instead suggested that "design is the intention, and
unintentional impact, of the outcome."
Carroll talked about a key
flaw in the way Design Thinking is often understood. We can't observe a
problem, then leave to create the solution, but instead, we should
create, build and test solutions in the community. People understand the
problems better than we can observe them. As problem solvers, we should
be helping people realise their solutions rather than trying to do it
The unrest in Ferguson in 2014 drove Carroll to launch
the Creation Reaction Lab - a think-tank approach to building equitable
communities. In just 24 hours, the first lab resulted in 5 projects
ranging from public art to educational problems. A perfect example of
community helping community.
Because, to be blunt, who are we to say what's best for others?
----Where we're going we don't need roads: Fly eVTOLs
a job title like Director of Engineering for Aviation at Uber, Mark
Moore's talk was always going to be intriguing. He was joined by Antonio
Campello, CEO of Aviation at Embraer X to talk about Vertical Take-off
and Landing aircrafts (VTOLs).
As a catchy hype video outlined at
the beginning of the session, the project the two companies are
collaborating on is extremely ambitious - UberAIR: a fleet of electric
autonomous vehicles that will alleviate metropolitan traffic.
helicopter-like shuttles will be booked via the Uber App we all know
and love, and launch from SkyPorts around the city. They'll also be
roomy enough to be shared with other passengers travelling to the same
area - making the entire process more economical.
The vision is
everything you'd expect - ambitious, high tech and something out of
science fiction. But the craziest part of this whole thing is it's a lot
closer that you'd think. Uber is actively working on overcoming the
barriers to make VTOLs a reality in every city and is bringing UberAIR
to Dallas and Los Angeles by 2020.
With that launch date they
will only just eek out Kitty Hawk--the company led by Sebastian Thrun and
backed by Google co-founder Larry Page--who only today announced they
aim to launch their fleet of VTOLs in New Zealand by 2021.
not only will we have flying cars, but we won't even have to download a
new app. Just when you thought Uber couldn't get more convenient.Daily SXSW 2018 highlights are brought
to you by, Sabrina Riedel, Emma Tait, Brendan (Bob) Forster, Fraser
(Franklin) Nelson, and Ben Kidney pictured above.