Cross reality comes to Texas
USA - Disguise is partnering with UK House to bring a virtual production studio to SXSW for the first time. Visitors to the venue at Downright Austin can hop on a motorbike from the UK to the US in an immersive experience created in partnership with the UK Advertising Exports Group (UKAEG).
Visitors will also experience first-hand how a commercial can be filmed using a virtual production studio in the Accelerator course taster for advertising along with other special events and talks.
“Disguise sits at the intersection between technological innovation and creative storytelling - unleashing game-changing possibilities for immersive experiences and entertainment. In our first-ever appearance at SXSW, in partnership with UK House, we are thrilled to bring a taste of the same technology powering Adele’s Las Vegas residency, the NBA’s state-of-the-art LED court for All-Star 2024, Snapchat’s AR integration and Hollywood blockbuster films to Austin,” says Disguise CXO Alex Wills.
“Together we will explore how to stand out from the crowd, get people talking about your brand and create the most immersive, engaging concerts, experiences and films the world has seen.”
Starting 8 March, Disguise will host a four-day programme with five different talks, demos, a taster course for virtual production and a full-day immersive activation.
Aisling Conlon, international trade director for UK Advertising, comments: “UK Advertising is thrilled to join forces with Disguise for our debut immersive activation. SXSW is renowned for fostering innovation, creativity and collaboration, and provides the perfect stage to launch our new campaign ‘UK Advertising takes you places.’
“Guests will be transported from London to the US in just 10 seconds, experiencing the exhilaration of the world's most advanced motorbike through stunning visuals, compelling storytelling and cutting-edge immersive technology - hallmarks of UK Advertising's excellence. Special thanks to Disguise, Preevue and our esteemed members Chrome, Cube and Experience 12 for their invaluable support.”
“We are pleased to have Disguise as our production partner for UK House at SXSW. UK innovation companies like Disguise are already revolutionising experiences and creative storytelling across the world and driving new technologies in Web3, spatial computing and AI. Our venue, UK House, at SXSW will give just a taste of the opportunities out there,” says Rupert Daniels, director, services and skills, Department for Business and Trade.

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