No booth. No banner. So how do you start a conversation?
For SXSW 2026's Health Track, I collaborated with our creative director to design a guerrilla-style activation called "Summon the Oracle." The concept was simple: seed the conference and hotel common areas with mysterious 4x6 Oracle cards, then let curiosity do the work. Attendees who found a card sought out Phase2 team members wearing matching symbols and got invited into a quick game powered by Audience Oracle, our custom app built around Phase2's generational research data.
I handled all creative design and material management for the activation, including the Oracle cards, stickers, and temporary tattoos, and art directed our UX designer on the Audience Oracle app. The Oracle cards were printed with raised holographic foil. They were impossible to ignore.
The activation drove organic, high-quality conversations with the right people, put our research data in front of a relevant audience, and created a brand moment people actually remembered. It also gave us a reusable framework we can take to future events.
