'If you want to play in the space, you have to take care of it'

This year, I had the opportunity to travel to Austin for the second time for SXSW, the world’s largest conference and melting pot of music, film, and technology. It's a place of boundless inspiration, but I wasn't just there as a spectator; I was also a speaker! Along with four leading agencies, I delved deep into the crucial role of designers and the use of new immersive technology in creating social impact through our talk, "Dutch Digital Design - Immersive, for good?" It was an incredible experience! The social impact and the role we play were palpable throughout the entire event and programming. While it was phenomenal to experience the Apple Vision Pro and see what it can do, what stuck with me most were the insights into the current and future state of our industry. Here, I share my three key takeaways.

1. Collaboration and Vision Drive Success

In the rapidly changing world of technology and design, success is increasingly determined by strong collaboration and vision. One of the most impressive talks was by NASA about how the team collaborates on developing the new James Webb Telescope, iterating again and again to ensure everything is accurate to the nanometer (since you only get one chance once it's in space). Belief in the project is also crucial, as highlighted in talks about The Sphere in Las Vegas, where skepticism made it challenging to get everyone on board with the vision and technical feasibility. This showed me that innovation and success rely not only on the speed at which we adopt new technologies but also on a strong vision and team collaboration.

2. The Power of Transparency and Communities

A notable trend was the strong desire for transparency among the new generation, leading to the formation of communities. Many talks and events addressed the new generation’s desire for transparency and how communities form to find and enforce this transparency. This was particularly evident in sessions like "Documenting Conflict Zones: Photojournalists vs. Influencers," which discussed how media is often used as propaganda and how dissenting voices are suppressed in certain countries. Amid these challenges, groups are emerging to expose the truth, using media, technology, and digital platforms as their tools.

3. Ethical Innovation and Responsibility

True innovation requires more than just creative courage. Discussions at SXSW about the ethical use of AI and protecting rights showed that as an industry, we must think ahead about our impact and the responsibility we have as creators and designers. It’s not enough to react to changes; we must lead and ensure an environment where innovation can thrive within ethical boundaries. This perspective made me realize that while we embrace new technologies and experiment with new forms of creation, we must also consider the future impact and steer carefully. At Bravoure, this has already led to an internal AI debate club to actively engage our team in these issues. This approach leads to sustainable practices that not only push the boundaries of what’s possible but also ensure a positive contribution to society and the industry as a whole. "If you want to play in the space, you have to take care of it."

This year, I had the opportunity to travel to Austin for the second time for SXSW, the world’s largest conference and melting pot of music, film, and technology. It's a place of boundless inspiration, but I wasn't just there as a spectator; I was also a speaker! Along with four leading agencies, I delved deep into the crucial role of designers and the use of new immersive technology in creating social impact through our talk, "Dutch Digital Design - Immersive, for good?" It was an incredible experience! The social impact and the role we play were palpable throughout the entire event and programming. While it was phenomenal to experience the Apple Vision Pro and see what it can do, what stuck with me most were the insights into the current and future state of our industry. Here, I share my three key takeaways.

1. Collaboration and Vision Drive Success

In the rapidly changing world of technology and design, success is increasingly determined by strong collaboration and vision. One of the most impressive talks was by NASA about how the team collaborates on developing the new James Webb Telescope, iterating again and again to ensure everything is accurate to the nanometer (since you only get one chance once it's in space). Belief in the project is also crucial, as highlighted in talks about The Sphere in Las Vegas, where skepticism made it challenging to get everyone on board with the vision and technical feasibility. This showed me that innovation and success rely not only on the speed at which we adopt new technologies but also on a strong vision and team collaboration.

2. The Power of Transparency and Communities

A notable trend was the strong desire for transparency among the new generation, leading to the formation of communities. Many talks and events addressed the new generation’s desire for transparency and how communities form to find and enforce this transparency. This was particularly evident in sessions like "Documenting Conflict Zones: Photojournalists vs. Influencers," which discussed how media is often used as propaganda and how dissenting voices are suppressed in certain countries. Amid these challenges, groups are emerging to expose the truth, using media, technology, and digital platforms as their tools.

3. Ethical Innovation and Responsibility

True innovation requires more than just creative courage. Discussions at SXSW about the ethical use of AI and protecting rights showed that as an industry, we must think ahead about our impact and the responsibility we have as creators and designers. It’s not enough to react to changes; we must lead and ensure an environment where innovation can thrive within ethical boundaries. This perspective made me realize that while we embrace new technologies and experiment with new forms of creation, we must also consider the future impact and steer carefully. At Bravoure, this has already led to an internal AI debate club to actively engage our team in these issues. This approach leads to sustainable practices that not only push the boundaries of what’s possible but also ensure a positive contribution to society and the industry as a whole. "If you want to play in the space, you have to take care of it."

This year, I had the opportunity to travel to Austin for the second time for SXSW, the world’s largest conference and melting pot of music, film, and technology. It's a place of boundless inspiration, but I wasn't just there as a spectator; I was also a speaker! Along with four leading agencies, I delved deep into the crucial role of designers and the use of new immersive technology in creating social impact through our talk, "Dutch Digital Design - Immersive, for good?" It was an incredible experience! The social impact and the role we play were palpable throughout the entire event and programming. While it was phenomenal to experience the Apple Vision Pro and see what it can do, what stuck with me most were the insights into the current and future state of our industry. Here, I share my three key takeaways.

1. Collaboration and Vision Drive Success

In the rapidly changing world of technology and design, success is increasingly determined by strong collaboration and vision. One of the most impressive talks was by NASA about how the team collaborates on developing the new James Webb Telescope, iterating again and again to ensure everything is accurate to the nanometer (since you only get one chance once it's in space). Belief in the project is also crucial, as highlighted in talks about The Sphere in Las Vegas, where skepticism made it challenging to get everyone on board with the vision and technical feasibility. This showed me that innovation and success rely not only on the speed at which we adopt new technologies but also on a strong vision and team collaboration.

2. The Power of Transparency and Communities

A notable trend was the strong desire for transparency among the new generation, leading to the formation of communities. Many talks and events addressed the new generation’s desire for transparency and how communities form to find and enforce this transparency. This was particularly evident in sessions like "Documenting Conflict Zones: Photojournalists vs. Influencers," which discussed how media is often used as propaganda and how dissenting voices are suppressed in certain countries. Amid these challenges, groups are emerging to expose the truth, using media, technology, and digital platforms as their tools.

3. Ethical Innovation and Responsibility

True innovation requires more than just creative courage. Discussions at SXSW about the ethical use of AI and protecting rights showed that as an industry, we must think ahead about our impact and the responsibility we have as creators and designers. It’s not enough to react to changes; we must lead and ensure an environment where innovation can thrive within ethical boundaries. This perspective made me realize that while we embrace new technologies and experiment with new forms of creation, we must also consider the future impact and steer carefully. At Bravoure, this has already led to an internal AI debate club to actively engage our team in these issues. This approach leads to sustainable practices that not only push the boundaries of what’s possible but also ensure a positive contribution to society and the industry as a whole. "If you want to play in the space, you have to take care of it."