SXSW: It’s a Wrap

Chrome Productions made its SXSW debut last week - joining UKAEG at UK House, showcasing how UK Advertising is pushing boundaries to elevate brands worldwide.

Chrome's time in Austin kicked off with its collaborative activation ‘ADventure: An immersive experience’, which saw 200+ people become the lead actor in their very own virtual production movie scene, riding the jaw-dropping Arc Vector electric motorbike (only two in the world) on a journey from London to Texas – all in a whirlwind eight seconds! What better way to creatively demonstrate this year’s flagship campaign - 'UK Advertising Takes You Places'. 

Chrome CEO and founder, Joel Mishcon, directed the attendees, with the films landing in people’s inboxes immediately after the activation. It was awesome to see so many people lining up to take part, and then sharing their films across socials. 

The combined effort of UK agencies, including Disguise, Preevue Ltd, Experience12, Cube Studios, and Chrome Productions teams on both sides of the pond, made this experience truly remarkable.

Joel later joined a panel where he spoke with industry experts Alex Wills (Disguise), Ryan Metcalfe (Preevue Ltd) and Alexandra Coulson (Disguise), to delve into the activation's creation and discuss all-things virtual production, including its benefits to the production process, and links to sustainability. 

On Sunday, Robert Chew, Chrome's VP of North America, participated in UK Advertising x AAF Roundtable: 'Advertising's Big Questions'; where topics included Creative Effectiveness Culture, Sustainability Strategy, and AI Utilisation at the UK House.

The team embraced the chance to connect with fellow creatives and attended various events, including a panel on disruptive marketing – very much something Chrome prides itself in.

Chrome feels incredibly grateful to have been able to play a role in the success of UK house at SXSW 2024. Special props to Aisling Conlon at UK Advertising, the Advertising Association and @David Moody at Department for Business and Trade for creating the opportunity and making UK House the place to be at SXSW this year.

Bring on SXSW 2025!