SXSW London - Where creativity, culture, business and technology meet

Now that Cannes has passed and the focus is now shifting on towards the summer holidays, I wanna go back to the beginning of June and to London, to the hip and cool Shoreditch district where the first SXSW London was held.

SXSW is originating from the Texan capital of Austin and now was held in Europe for the first time. It’s a festival of creativity, startups, technology, film and music all wrapped up together in a beautiful package. As a Creative Director the mix is super close to my heart how I approach creativity and how usually we unlock the best work by mixing all of these together.

As in all conferences now in this day and age AI was in the headlines of many talks. One of the most interesting was by Azeem Azhar talking how AI becomes the default for cognition—“intelligence on tap.” This shift transforms AI from something we summon via prompts to something constantly working in the background. Also how AI will become more personal and proactive acting on our behalf: booking travel, managing finances, handling emails, and even negotiating. I found it one of the few real in depth talks and going beyond being a talk of the AI-bros next video generator tool.

See more from the topic at:
https://www.exponentialview.co/p/ai-in-2030

Digital Art

From a tech meets creative arts perspective one piece really stuck with me: Beeple’s (Mike Winkelmann) “Tree of Knowledge.” It’s a tall, four-sided video sculpture that reacts to real-time data like news, social media, and weather. As the info flows in, the digital tree either grows or decays. It’s constantly shifting, like a living mirror of the world’s noise.

A dial lets you choose between “Signal” and “Noise.” Turn it to Signal, and the piece calms down—the tree grows peacefully. Turn to Noise, and it erupts with chaotic headlines and glitchy media storms.Also at the control console next to the dial was a switch that if pushed 666 times it would permanently delete the piece. Of course this was covered with a locked lid but makes an interesting social experiment, how many would press it and how many would not to keep it not being destroyed.

It’s cool that Beeple isn’t moralizing. He’s just showing us the world we live in, and letting us decide how much of it we really want to take in. In the middle of all the hype and energy of the festival, this piece was a nice breather.

Inclusive design as a creative currency

Idris Elba joined a shared-stage conversation on how creativity can drive meaningful change—especially across the African continent.He laid out plans for an “African Odeon”—a network of local, data-powered cinemas designed to bring first-run films directly to African audiences, and spotlight homegrown talent.

He also introduced Akuna Wallet, a cross-border payment platform built to solve a real problem: helping African creatives actually get paid. He demoed Talking Scripts, an AI tool that converts screenplays to audio, making storytelling more accessible for neurodivergent creatives. His final line summed it all up: “Fame isn’t the prize. The prize is what you do with it.” And this—building infrastructure, not just hype—felt like exactly that.

Also the Shoreditch locations hosted talks from movie stars like Joseph Fiennes and music from many fantastic upcoming artists plus loads of craft coffee and beer.

If there’s a 2026 SXSW London count me in.

5 Take-aways from the Conference

1. AI for Humans, Not Replacements
AI was front and centre—but the focus was on creativity amplification, not automation. Leaders emphasized using AI as a partner in creative work, not a replacement. “The future isn’t AI OR humans. It’s AI AND humans, working together.”

2. Authenticity & Trust Matter More Than Ever
Brands are moving beyond flashy campaigns—what matters is transparency, authentic connections, and ethical operations. Trust is the real differentiator, and true influence now comes from bold, community-rooted storytelling

3. Access Is Innovation
Accessible tech wasn’t siloed—it was embedded across disciplines. From adaptive gaming rigs to voice-driven design systems and neurodivergent-friendly UX, SXSW London made the case that designing for inclusion sparks better ideas for everyone. Accessibility isn’t a checkbox—it’s where true creativity starts.

4. Sustainability Is Getting Smarter
Greenwashing is out—measurable, tech-driven sustainability is in. Startups and big players alike showcased innovations from carbon-literate design tools to blockchain-backed supply transparency. The big idea: sustainability isn’t a separate strategy anymore, it’s a built-in system constraint—and tech is finally catching up to that responsibility.

5. The Internet Is Entering a Feelings Phase
A surprising through line: emotional intelligence in design. From AI mood-matching music to interfaces that respond to mental health signals, the future of tech is becoming more empathic, intuitive, and affective. We’re moving from logic-based systems to ones that read, reflect, and respond to human nuance.

Vibe Coding

I started my career 25 years ago as an HTML Developer in one of the oldest ad agencies in Finland. I was hired because one of my hobbies back then was making websites for bands and friends. Building stuff and seeing it work in a browser was fun.

Then came the world of Macromedia Flash and ActionScript, which opened even more creative doors for the web.

After that? I didn’t really code anymore.
Modern front-end development turned into a deep, complex craft—brilliant, but intimidating. Frameworks, build tools, TypeScript, tokens... it all felt like a different world.

Until now.

My colleague Philipp Wornath was using a tool called v0 by Vercel for our Manga Superhero Machine, and he vibe coded most of it into existence. Vibe coding means coding without touching code. You prompt an AI like v0 with an idea or mood, and it builds the thing. No syntax. Just works.

It sounded like hype—until I tried it myself.

I took one client’s website product page, with a complex product portfolio, and simply asked v0 to create a product configurator. Within minutes, I had a working prototype, in brand colors, with mock 3D images and dropdowns—fully interactive. Something that would’ve taken a frontend dev hours. And definitely not something I’d ever try to build in Figma. (Sorry Figma dropdowns—you’re not it.)

Also made this one test of a landing page in 5 seconds

Vercel v0 has lots of community projects visible to give a glimpse of the capabilities.

So basically: it’s GenAI for code.

And it’s not just basic components. It can sketch out full interfaces, design ideas, and functional layouts that are deeply influenced by tone and intent.

Vercel v0 is ideal for:

• Generating frontend code dynamically with AI

• Instantly previewing live UIs

• Prototyping without infrastructure headaches

• Building experiences that feel right

Does it replace production devs? Not quite.
But for testing, prototyping, and exploring ideas? It’s a game changer.

On Zuckerberg's AI Coding Prediction

Recently, Mark Zuckerberg said he believes that soon “most or all code will be written by AI.”

Honestly? I can see it.

Using v0 was the first time in years that I felt like I could build things again—not as a developer, but as a creative. Not wrestling with code, but expressing an idea. And that’s the shift: AI isn’t here to replace creativity—it’s here to remove friction from it.
If we can go from idea → browser in minutes, why wouldn't we?

Of course, we’ll still need devs. There’s nuance, architecture, performance, and security—things no prompt will fully solve.But for creatives, strategists, and designers who’ve always wanted to make, tools like v0 open the door again.

Sometimes, you just want to test an idea in the browser.
You don’t want to brief a sprint team or wait three weeks.
You want to see it. Feel it. Click it.

And now, you can. Just Vibe it.

Test v0 yourself

Image credit : Unsplash apoorv mittal

Welcome to the Dark Side of UX

As yesterday was Star Wars day May the 4th and today is May the 5th also know as Revenge of the Fifth, The Dark Side Day. As the awesome third Prequel movie is enjoying it’s 20th Anniversary I decided to dive and shine some dark light on the dark side of UX.

Ever tried cancelling a subscription and ended up feeling like you were trapped in an escape room designed by someone who hates you? That’s not a bug. That’s design.

UX has a Dark Side

We all talk about good design. Delight. Joy. Smooth flows and happy faces. But in between all those friendly checkboxes and “accept” buttons, there’s a quieter, more sinister craft going on. The kind that gets users to click “yes” when they meant “no.” That adds things to your cart when you weren’t looking. That hides the cancel button like it owes you money. Design can manipulate just as easily as it can guide. It’s a question of intent.

What does the Dark Side look like?

Some of the classics:

The Roach Motel
Super easy to get in. Seems like impossible to get out. Think: free trials with cancel flows that somehow take 12 clicks and a call to customer service. Examples: LinkedIn’s Premium cancellation flow, HelloFresh subscription cancellation and Amazon: How to cancel Audible subscription?

Confirmshaming
“No thanks, I don’t like saving money.” Or worse: “No thanks, I prefer being cold and alone.” Why is the opt-out always insulting? Example: Wish.com

Sneak into Basket
Suddenly there’s a €9.99 “support plan” in your cart. You didn’t put it there. You just got nudged. Example: Name.com: Look for a "surprise" in your cart

Bait and Switch
You click “Next” thinking you’re skipping a step, but surprise — you just signed up for emails from six partners. Example: Microsoft Windows 10 Upgrade

Misdirection
Cancel? Log out? Delete account? Good luck. You’ll need a map, and possibly emotional support. Example:
Amazon Prime cancelation

And the design rationale?
“Well, it works.”
Of course it works.
Tricks work.
But so does spam, for a while.

Dark patterns spike short-term conversions, sure. But long-term? You’re burning trust for clicks. And once people realise they’ve been tricked, they remember and walk away.It’s like using the Force choke when a firm conversation would’ve worked. Impressive, but maybe not the vibe you want.

Why it matters more than ever

Interfaces are getting smarter, more invisible. AI assistants, voice interactions, subtle nudges. It’s easier than ever to hide the Dark Side in the margins. Which means it’s also easier than ever to excuse it.

“This is how it’s done.”
“This is what performs.”
“This is what the stakeholders want.”

But someone still designs the thing.
Someone still writes the copy.
And someone still decides how hard it is to say “no.”
That’s the moment where we choose our side.

So what now?

It’s May 5th. The revenge of the fifth. But if you’re designing something today — a form, a funnel, a chatbot, anything — maybe stop for a second and ask: Would I want someone to do this to me?

If the answer is no... you know what to do.

For more Dark Patterns head out to: Dark Patterns
Hall of Shame and Responsible Design series by Symran Bhue & Stuti Mazumdar

Photos Credit to Unsplash Cade Roberts, Daniel Maquiling,
jonathan Arreola

The importance of sizzle reels: Your Agency's Ultimate Calling Card

In the fast-paced world of advertising and creative agencies, first impressions matter. Clients, partners, and industry peers often decide in mere seconds whether they’re interested in what you have to offer. That’s why a well-crafted sizzle reel isn’t just a nice-to-have — it’s an essential tool in showcasing your agency’s identity, creativity, and capabilities in a matter of moments.

What Is a Sizzle Reel?

A sizzle reel is a short, dynamic video designed to capture attention and communicate a brand’s or agency’s essence. Think of it as a highlight reel — your agency’s best work distilled into a fast-paced, visually compelling format. It’s a fusion of work created, storytelling, branding, and proof of performance, and of course a pumping tune that get’s your head nodding.

Why Every Agency Needs One

1. Your Instant Elevator Pitch

People are busy, and attention spans are short. A sizzle reel allows you to communicate who you are and what you do in a visually engaging way. Whether you’re pitching to a new client, attracting top talent, or introducing your agency at an event, a sizzle reel gets your message across — quickly and memorably.

2. Show, Don’t Tell

You can talk about your creative prowess, innovative thinking, and award-winning work all day, but nothing proves it like seeing it in action. A sizzle reel lets your work speak for itself, demonstrating your expertise across different industries, platforms, and styles.

3. Sets the Tone for Your Brand

A well-produced sizzle reel isn’t just a collection of past projects — it’s a reflection of your agency’s personality, style, and values. The music, pacing, visual treatment, and messaging should align with your brand identity, making it a powerful branding tool in its own right.

4. A Door Opener for New Business

When prospective clients are considering agencies, they often browse websites and portfolios. A strong sizzle reel can be the difference between them digging deeper into your work or moving on to the next option. It creates excitement, builds credibility, and sets the stage for deeper conversations.

What Makes a Great Sizzle Reel?

• Concise & Impactful: Keep it short — ideally between 60–90 seconds. Every second should add value.

• Curated Content: Don’t include everything; focus on your most impressive, relevant, and recent work.

• Strong Narrative Flow: Even in a short format, storytelling matters. Ensure it has a rhythm and flow that keeps viewers engaged.

• High Production Quality: It’s a representation of your work, so make sure it’s polished, well-edited, and has a compelling soundtrack.

• Clear Branding: Your agency’s identity should be unmistakable. Use brand colors, typography, and messaging that align with your positioning.

At the end...

In today’s competitive creative landscape, a sizzle reel is more than just a montage of past projects — it’s a strategic tool that encapsulates the essence of your agency. Whether you’re winning over clients, attracting talent, or simply making a statement in the industry, a well-executed sizzle reel can be the ultimate calling card. If you don’t have one yet, now’s the time to start cutting. Tell me what you think about our reels on Merkle, DC and Dentsu Lab? happy to hear your thoughts!

The weight of words in digital design

Ever marvelled how some digital products seem more approachable, more human or even funny and engaging? When it’s just an interface with text or dialogue what makes the experience stand out as a good one? 

Tone of voice as a brand platform

The crucial differentiator in these cases is how and what the product is talking or presenting the content to the user. How to bring the brand feeling to a AI chat bot or a voice service like Amazon Echo? The brand must be reinterpreted as a tone of voice or apply one if one is already figured out. 

Some brands excel in the offline world with the way the tone of voice being a big part in the brand. One of my all time favourite is Innocent, the company that makes tasty smoothies and juices. On the packaging they make funny jokes and keep it light with a tongue in cheek tone of voice. 

So if innocent would be a chat bot, the transition would be pretty painless since the brand personality is so distinct.

One other great example is Tobias van Schneider’s app Authentic Weather. It trumps all the other weather apps with it’s snarky humorous ways it tells the current weather. The big difference is the tone of voice that makes it special. It seems it has a personality that our twisted sense of humour can connect to.

Why chat bots and digital virtual assistants need a personality?

The explosion in AI powered assistants and chat bots have challenged the UX designers to really make the experiences memorable and not just utilitarian. Apple has given Siri a bunch of jokes and comebacks that define her as a personality and it’s all about the context and tone of voice. The rest is in our imagination. Bots with a personality will connect to us in an emotional level and make us come back to them. 

When creating a bot we humans have to teach the AI to be more human, to reflect the tone of the brand. So it’s more a content creation task than anything else. Let’s keep it in mind that the  visible user interface is going to be replaced by touch and voice even by just text and when we design the next experience we use the tone in the content as a way to make a distinct brand experience.