SMART x SXSW
MARCH|2019 - Brenn Goes Electric
Created in partnership with smart and SXSW, this social media activation explored how virtual humans can participate in live events, extending brand experiences beyond the limitations of physical attendance.
The project centred around Brenn, one of The Diigitals' virtual models, who was invited to "attend" a SXSW event celebrating the launch of smart's new all-electric vehicle. Drawing a playful connection between the car's electric engine and Brenn's digital nature, the activation positioned her as a ‘fully electric’ guest for a new generation of automotive innovation.
To create the illusion of real-time attendance, photography captured throughout the event was rapidly delivered to The Diigitals, where Brenn was digitally integrated into each scene. Working with exceptionally fast turnaround times, new imagery was produced and published within hours, allowing Brenn to appear alongside attendees, installations, and event moments as they unfolded.
The resulting content was shared across social media through a series of posts and stories, creating the impression that Brenn was actively experiencing the event alongside other guests. By blending live event photography with CGI production, the activation demonstrated how virtual characters can engage with audiences in real time while maintaining the flexibility and creative possibilities of digital production.
The project highlights an early example of virtual influencers participating in experiential marketing, where digital characters become extensions of live brand events rather than existing solely within pre-produced campaigns.
By combining rapid content creation, social media storytelling, and virtual character technology, smart and The Diigitals created a unique event activation that explored the future of both mobility and digital identity, proving that sometimes the perfect guest is one who exists entirely in pixels.
