UK House and Disguise Unleash Innovation at SXSW

Disguise, a global leader in powering real-time visuals for everything from Beyoncé concerts to Amazon Prime shows, is partnering with UK House to bring a state-of-the-art virtual production studio to SXSW for the very first time. 

Visitors to the venue at Downright Austin can hop on a motorbike from the UK to the US in an immersive experience created in partnership with the UK Advertising Exports Group (UKAEG). Visitors will also experience first-hand how a commercial can be filmed using a virtual production studio in our Accelerator Course for Advertising, along with other special events and talks. 

Starting March 8, 2024, Disguise will host a 4-day program with five different talks, exclusive demos, a taster course for virtual production and a full-day immersive activation.

Highlights include the following:

  • “ADVenture: An immersive experience.” In collaboration with UK Advertising Exports Group (UKAEG) and companies including Chrome, Cube, Experience12 and Preevue, and featuring the world’s most advanced fully electric motorbike from Arc motorbikes, SXSW attendees will be transported from London to the US in just 10 seconds, culminating in the creation of personalized social media content. More details here.
  • “How we turned LA’s SoFi stadium into a virtual ocean.” Speakers from LA Rams, Snapchat and Meptik will explore how they used AR technology to transform LA’s SoFi Stadium into a virtual ocean for Princess Cruises’ brand activation, making waves in the worlds of sports and brand engagement. More details here.
  • “Virtual Production Accelerator: Advertising Production Special.” A free Virtual Production Accelerator training course on Sunday at 14:30pm. Taught by Disguise experts, this course will take attendees through the benefits of using virtual production for commercials and how the technology can be used in practice. All course attendees will get to experience first-hand exactly what goes into a virtual production shoot. More details here.

“Disguise sits at the intersection between technological innovation and creative storytelling — unleashing game-changing possibilities for immersive experiences and entertainment. In our first-ever appearance at SXSW, in partnership with UK House, we are thrilled to bring a taste of the same technology powering Adele’s Las Vegas residency, the NBA’s state-of-the-art LED court for All-Star 2024, Snapchat’s AR integration and Hollywood blockbuster films to Austin,” says Disguise CXO Alex Wills. “Together, we will explore how to stand out from the crowd, get people talking about your brand and create the most immersive, engaging concerts, experiences and films the world has seen.”

Discover even more talks on AI, spatial computing and immersive brand campaigns in the studio’s full schedule at

In the words of Aisling Conlon, International Trade Director for UK Advertising, “We’re excited to collaborate with Disguise, the leading name in real-time visual innovation, for our first immersive venture. SXSW, known for its role in promoting innovation, creativity, and collaboration, provides an ideal platform for launching our campaign, ‘UK Advertising Takes You Places.’ 

Participants will embark on a rapid journey from London to the US in merely 10 seconds, courtesy of the most sophisticated motorbike technology, complemented by breathtaking visuals, engaging narratives, and the forefront of immersive tech. This is a testament to UK Advertising’s prowess. Our heartfelt appreciation goes out to Disguise, Preevue, and our distinguished members Chrome, Cube, and Experience 12 for their crucial support.”

Rupert Daniels, Director of Services and Skills at the Department for Business and Trade, adds, “It’s a privilege to partner with Disguise for UK House at SXSW. British innovation firms like Disguise are at the forefront of transforming global experiences and narrative craft, propelled by new advancements in Web3, spatial computing, and AI. Our showcase, UK House, will offer a glimpse into the vast potential these technologies hold.”

About the UK’s Department for Business and Trade

The UK’s Department for Business and Trade (DBT) is the UK’s department for economic growth. We support businesses to invest, grow and export, creating jobs and opportunities across the country.

For more information, please visit:

Visit Disguise at SXSW

Visit Disguise’s virtual production studio at UK House at Downright Austin, A Renaissance Hotel located at 701 E 11th St.  Learn more at

-Presented By-