Stories, Showcases and Wonder – Gary Alake Riley
What SXSW 2025 Taught Me About Creativity and Connections Through Tech
SXSW 2025 sparked everything—ideas, conversations, and momentum. Through the B3 Media and British Underground FAC Connect programme, I immersed myself in cutting-edge experiences, met brilliant thinkers, and left with a fresh vision for Neon Billboard, my immersive XR animation project.
The XR showcase featured standout work that expanded my understanding of immersive storytelling. Proof as if Proof Was Needed by Blast Theory in collaboration with Ting-Tong Chang, a Taiwanese multidisciplinary artist, was a beautifully edited journey through memory and ancestry, where audience participation became central to both the storytelling and the visuals. It showed me that immersion isn't just about technology—it's about creating meaningful participation that draws viewers into the narrative.
The Art of Change by digital artist Sophia Martinez, shown at the packed Fairmont Hotel, placed viewers in a lush, CGI-rendered fantasy world. Each scene was built around tracks from Martinez's own album, merging music, narrative, and vivid worldbuilding. It demonstrated how beautifully art-directed CGI can elevate immersive storytelling and emotional impact.
Just as valuable were the conversations with creators from around the world—each with unique perspectives and approaches. There was a genuine openness in sharing ideas, processes, and honest reflections on what's working and what isn't in the immersive space.
One learning that came up repeatedly: 'onboarding matters'. The strongest experiences eased you in, clearly and creatively. When it's clunky or rushed, immersion breaks before it begins. And yes—'cybersickness' in XR is very real. Projects that considered comfort, clarity, and accessibility left the most lasting impressions.
These insights are directly shaping the next development stage for Neon Billboard, where players interact with an AI billboard in a futuristic city setting. I'm now redesigning the project's opening to build smooth onboarding into the story itself. I'm also reassessing how motion and interaction affect user comfort, ensuring the experience is immersive without being disorienting.
Two UK-led panels also provided valuable perspective. Disabled Not Welcome: Fighting Ableism One Click at a Time organised by FutureEverything was deeply powerful. Hearing creators speak about access, exclusion, and the challenges they've faced in their practice brilliantly showcased how those with lived experience are leading change, using technology to build more inclusive opportunities. It reinforced that tech should be a tool for access, agency, and equity across all disciplines.
The Reimagining Fashion panel led by De Montfort University allowed me to reflect on the future-facing fashion themes in Neon Billboard. Conversations on brands, designers and consumers in fashion's environmental and cultural impact—especially as we imagine new modes of consumption—are themes I'm now incorporating into my project's storytelling.
A personal highlight was seeing Michelle Obama speak. After three hours in line, it was worth every minute. She took the stage with warmth and precision, delivering a powerful reminder about presence, perspective, and purpose in challenging times.
I left SXSW feeling energized and focused. The opportunity provided by B3 Media and British Underground has given me clarity on how to develop Neon Billboard into something that's not just technically impressive, but meaningful and accessible. I'm grateful for the experience and excited to bring these insights into the next phase of my creative journey.