Conference Activations · 2022–2024
Filecoin at Web Summit & Consensus
- Campaign
- Exhibition
- Spatial
- Environmental
Overview
Booths at the big industry conferences: Web Summit in Lisbon, Consensus in Austin and Toronto. Rooms full of people who had come for the big tech incumbents, where we were the crypto outsiders introducing something they hadn’t heard of. I led the creative direction on them from concept through execution, with the team and with production partners depending on the scale and scope of the event. We designed and branded the space, talked to people about the technology, and ran presentations on it. We filmed those, cut them, and put them up on our YouTube afterwards.
Approach
It all came down to understanding the audience, working out what would resonate with them, and then leaning into that as the one takeaway someone could get from a glance at the booth.
The Master Plan, Consensus 2024
Every conference was a different audience and a different story. At Consensus people were crypto-aware but might only have heard of Filecoin in passing, or known it as far as the white paper. So for Consensus 2024 we built the Master Plan booth.
The master plan had three steps: build the world’s largest decentralised storage network, onboard the world’s most important data, and bring compute to that data, turning the whole planet into one computer. That went across three of the four walls, so people could follow it as they walked past and get into the detail, capacity, how much data was onboarded, what the compute roadmap looked like. The fourth wall was a screen attendees could interact with, and where people gave demos and introduced new technology, so anyone wondering how Filecoin fitted into their own stack could find out.
The Filecoin Station, Web Summit 2022
Web Summit was a more traditional tech conference, and we were clearly the outsiders there, new on the scene, competing for the attention of over seventy thousand people against Google and Microsoft. So the idea was scale, and the way to communicate it was to build a giant space station. It had a coffee bar, a place for talks, a corgi vending machine, and netting overhead that read as stars. Alongside it ran an out-of-home activation: the future of data storage has arrived, escape from big tech’s orbit.
Outcomes
We showed up at high-profile events able to hold our own against teams with much larger budgets and much longer histories, people hiring agencies to do this amount of work for them. And the booths became exemplars of the Filecoin brand, showing how it activated and how it should show up in different contexts for different audiences.