American Express, Universal Music & META

Video Studio at American Express House with Universal Music & META

This experiential marketing activation gave SXSW festivalgoers the chance to star in their own music video—instantly shareable and impossible to forget.

The Brief.

For Sydney’s first-ever SXSW Festival, American Express teamed up with Universal Music and META to deliver a show-stopping activation at American Express House. The goal: immerse attendees in a branded experience that captured the festival’s creative spirit, delivered fun and shareable content, and amplified AMEX’s cultural presence on social platforms.

Instant Digital Sharing

Custom Light Tunnel

Video Effects

How We Did It.

Polite Playground built a custom Video Studio designed for maximum impact and seamless content creation. Across four nights, guests stepped into a vibrant technicolour light tunnel—produced in collaboration with Natalie Vincini—that became the perfect stage for their music video debut. Using our DSLR-powered studio setup, participants were filmed with custom slo-mo effects, creating high-energy clips that felt both premium and playful. Each video was delivered instantly via email and SMS, empowering guests to share their branded content on Instagram Reels and Facebook in real time.

Creative & Technical Highlights

  • Custom Video Studio: DSLR-powered setup capturing cinematic short-form content

  • Technicolour Light Tunnel: Immersive installation for a striking, on-brand backdrop

  • Slow-Mo Video Effects: Added energy, fun, and individuality to each clip

  • Instant Digital Sharing: Real-time delivery via email and SMS for social-ready moments

The result? A high-impact branded experience that blended music, tech, and creativity—helping AMEX, Universal Music, and META own the conversation at SXSW Sydney.

Learn more about Experiential

Memorable Brand Experiences.

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