Email is Dead - Sydney

For its Australian debut at SXSW Sydney, Email is Dead evolved from exhibition into a standalone, immersive brand activation. Introducing Mailchimp to a new market while reinforcing its innovative identity. I co-led the experience end to end: curating the narrative content for each section, shaping the aesthetic and sensory design of the space, and combining a mix of formats — a live activation, partner dinners, thought leadership sessions and informal coffee-break conversations — into one deliberately curated week. That meant crafting partner dinner menus, the scent that filled the venue, merchandise giveaways, and art directing the photo and video teams, so every touchpoint stayed true to the overarching vision.

Brief: Introduce Mailchimp to the Australian market at SXSW Sydney while reinforcing the brand's innovative, forward-thinking identity.

Solution: Expand the experience beyond a single activation into a multi-format week — pairing the immersive install with dinners, talks and casual conversation — so the brand's voice landed with audiences in as many contexts as possible.

Result: 5,000+ visitors engaged in person over one week · significant buzz across the Australian market · deepened audience affinity and positioned Mailchimp as a forward-thinking voice in email marketing.