Giorgio Armani
Armani @ SXSW
Showcasing Giorgio Armani’s support for global filmmaking talent through a premiere experience at SXSW.
Understand what’s changing
Giorgio Armani’s Films of City Frames initiative champions emerging international filmmakers. For SXSW, the challenge was to transform this into an immersive brand experience that would engage visitors, celebrate the featured films, and feel unmistakably Armani.
We were asked to design and deliver a physical installation that brought the films to life through storytelling, interactivity, and cutting-edge tech. The solution needed to inspire audiences, spotlight student talent, and align seamlessly with the brand’s global values.
Find the impact
Created a 360° video dome experience linking each film to its real-world locations using Google Earth and Street View
Produced trailers and virtual tours for five student-made films, enriched with quotes, context, and behind-the-scenes content
Built a custom synchronised chatbot for web and Facebook Messenger that guided users through the experience and ran a live competition
Designed a branded installation featuring Emporio Armani eyewear alongside digital storytelling
Developed six interactive screens powered by bespoke control software to showcase stills and film content
Handled full production, setup, and on-site management throughout the festival
Get it live
10,000+
Competition entries in just three days
Featured in Mashable’s Five Coolest Experiences of the Festival
Delivered end-to-end across creative, technical, and physical installation disciplines
