DC + SXSW = Creative Chaos

SXSW London just wrapped, and what a week it was. From thought-provoking talks and immersive art, to incredible musical talent and world-class screenings – the energy was non-stop and myself, Jess West, and fellow Creative, Abbie Malton, were thrilled to be amongst it.

We didn’t waste a second – according to SXSW Wrapped, we spent a total of 5,242 minutes across the festival. Attending 34 panels, 13 music sets, a 1:1 mentoring session each, and one spectacular world premiere. We even picked up two awards at The Drum Marketing Awards. (Sleep? Never heard of her.)

My top 3:

The Spirit of Women: Sexism and Gender Equity in Whiskey

We had the privilege of hearing from the powerhouse that is Peggy Noe Stevens, the world’s first female master bourbon taster. As well as talented director, Leigha Kingsley, who’s creating the first-ever documentary on women in whiskey. It was a powerful reminder of what it takes to break glass ceilings, both in front of and behind the camera.

How to Think Like a Behavioural Scientist

Dan Bennett, Lead of Behavioural Science at Ogilvy, blew our minds and showed us how our brains don’t always work the way we think they do. He gave us his top 7 tips to change behaviour in consumers and only left me wanting more.

Screen Keynote: Mike Flanagan

As a personal highlight, horror maestro Mike Flanagan shared behind-the-scenes stories of life on set, and reminded us how storytelling began as a monologue – making language vital, exciting and creative.

Abbie’s top 3:

Directing the Invisible Art of Animation

It was a privilege to hear from the talented animators behind films like Harry Potter, How to Train Your Dragon, and Paddington. Chris Lawrence, Kayn Garcia, Lucy Killick and Pablo Grillo shared brilliant insights and behind-the-scenes stories which completely blew me away. Hands down, my favourite talk!

Too Nice to Lead

Emma Baines tackled the idea that being ‘too nice’ means you can’t lead – and proved the opposite. She showed how kindness can be a real strength in leadership and her words are something I’ll keep with me throughout my career.

Breaking the Mould – In Chocolate and Business

It was a real treat to delve inside the world of Tony’s Chocolonely with Olaf Van Gerwen and Sadira E. Furlow. I found the talk so inspiring! From their powerful brand mission to smart creative thinking, it was a delicious session indeed.