Charlie RFP’d, pitched, won, wrote the words and other things.

SXSW is launching in London, June 2025 and needed to generate excitement, educate and drive sign ups.

While other creative events celebrate work that has been, SXSW celebrates work that is yet to be. It’s a festival of unknowns where varied disciplines and sharp minds meet. To differentiate London from its Austin sister we needed to bring a distinctive European flavour to the comms.

Influenced by the shops, markets and streetlife of east London, where SXSW London will take place, the campaign embraces an eclectic visual world, clashing typefaces and the brightest fluorescent colours. Messaging is constructed by pulling from all creative disciplines that the festival brings together and the different languages spoken in the European markets that SXSW London wants to attract.

The posters are designed to be tiled in various configurations on billboards, in groups or individually.  Dynamic animations further bring this culture clash to life across social media and star-studded video content, featuring a soundtrack by Jamie XX.