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Case Video

The Music


Activation Promotion

To generate buzz around event, we released three teaser video on social before SXSW. These videos drove visitors to our microsite and event RSVPs.


Teaser 1

Our first video focused on the manual creation of the ARC (Audience Reactive Composition). We wanted to emphasize that the activation was not simply another app, but a physical, custom-built creation designed with visitor interaction in mind.


Teaser 2

The second video shows the pieces starting to come together and being tested. It hints at the forms of the instruments and gives the viewers a behind-the-scenes look at the backend technology powering the ARC.


Teaser 3

Our third teaser is the reveal, first showing passes of the individual instruments, then showing the full piece. Each of the five instruments were designed to illicit tactile responses and interactions, begging to be rolled, pushed, pulled, and embraced.

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The Challenge

As a 171 year old company, Deloitte has a well-established and well-regarded reputation for the strength of its traditional audit, tax, consulting, and advisory practices. However, Deloitte is less well known for the company’s growing creative capabilities and technical skills under the Deloitte Digital brand.

Deloitte Digital wanted to increase awareness of its offerings and strengthen its brand positioning as a creative digital consultancy. South by Southwest (SXSW), an international conference known for its ability to bring together the best in technology and art, was the perfect fit to demonstrate it has the creative chops to imagine and the technical skills to deliver the future.

Deloitte Digital wanted a concept that would fit seamlessly into the festival’s intersection of technology and music while serving as a true conversation piece challenging what is possible with interactive experiences.

Our Strategy

To tell the story of how Deloitte Digital combines creativity and technology to imagine the future for its clients, we created the Audience Reactive Composition (ARC) as the centerpiece of Deloitte Digital’s activation at SXSW. The ARC was a fully immersive interactive musical installation that allowed SXSW attendees to explore a new definition a song, one which is created alongside the artist, and defined by the fan.

We based the ARC on Deloitte Digital’s vision for a future in which technology continues to reduce barriers between consumers and creators, and interaction becomes multidirectional. For SXSW, we explored this future through the medium of music. Fans are looking for new ways to engage with their favorite artists and shape their listening experience and artists are looking for ways to share their creativity beyond a single static product. The ARC allowed both sides to explore their desires through side-by-side collaboration.

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The Execution

Over two months the ARC was developed with Grammy-nominated artist André Anjos of RAC, who created a composition alongside a musical programmer, resulting in algorithms of a song that could not only evolve and change on its own, but also respond to the audience as they played one of the five instruments. The instruments were designed to be intuitive and tacitly approachable for musicians and non-musicians alike, begging to be pushed, pulled, rolled, and embraced. Unlike in a traditional band, the instruments didn’t play individual sounds like a bass or guitar, but rather influenced one another and the direction of the composition. There was no wrong way to control it, all results were beautiful and musically in key and on tempo.

Participants shaped the song in collaboration with others (including André) standing around the six-foot wide hearth-inspired centerpiece, under the visually reactive dome, and encircled by twenty spatially-mapped speakers. 


The ARC far exceeded both Deloitte Digital’s expectations for public exposure and the public’s expectations of Deloitte’s creative and technical capabilities.

over6000SXSW attendees through the doors of Deloitte Digital’s activation


Earned media impressions through major outlets including FastCompany, MacWorld, and NPR.


Impressions generated on social media channels about the ARC

Presented By

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