Everything’s bigger in Texas—including the digital HQ. In 2022 and 2023, we brought Slack the product to life at SXSW in interactive form to help people experience a better way to work.
2022: Feeling the future of work
Our first foray into Austin went light on product education and heavy into Slack’s playful brand vibes : inflatable furniture, life-size emoji, and brand vibes that was light on product education. I wrote for every surface, from toppling blocks and moving vans to promotions that got people in the “door.”
2023: Into the belly of the digital HQ
A year later, we imagined Slack the interface as a 58’x20’ interactive structure with dedicated “room” for Slack features. There was fridge poetry channel naming, photo booths to record Slack clips, and the sweet serenade of Slack Huddles. I wrote for the entire experience from friendly entrance to swag-counter finish, where we handed out covetable branded bandanas. At the Slack Studio Live stage you could get insider tips and tricks (including my own lessons on saying no to meetings).
Designers: Gaby Saravia, Zoe Berger | Agency: Sparks