No booth. No banner. So how do you start a conversation? For SXSW 2026's Health Track, I concepted a guerrilla-style activation that seeded conference and hotel common areas with mysterious Oracle cards and let curiosity do the work. Attendees who found one sought out Phase2 team members wearing matching symbols and got invited into a game powered by Audience Oracle, our custom app built around Phase2's generational research data.
It drove organic, high-quality conversations with the right audience, put Phase2's research in front of the people who mattered most, and left the team with a reusable framework for future events.
My Role
Concepting: Developed the "Summon the Oracle" big idea and the mystery-first mechanic that got people seeking us out instead of the other way around.
Design & Art Direction: Designed the Oracle cards, stickers, and temporary tattoos, and art directed our UX designer on the Audience Oracle app.
Production: Managed production and event logistics.
