Building a Room That Did Not Exist Yet
At Jumptank I spent a year assembling a four-walled interactive tech hub from hardware that, in some cases, had not been invented.
When I joined Dentsu Aegis to run Jumptank, the brief was innovation, which is a word that can mean anything or nothing. I decided it should mean building things that were real. So I spent the better part of a year making a multi-screen interactive tech hub from scratch at our Sydney offices, the space we called 2910.
Some of the technology I needed did not exist yet when I started, so part of the job was building it before I could build the room. The result was four walls of rolling, responsive interactivity. We would bring clients in, and instead of a slide deck, they would move through their own ideas, steered from a creative concept to a strategic execution and then reconfigured for the next session. There was, deliberately, almost no PowerPoint.
The point was never the screens. The point was that when you put people inside an idea rather than in front of it, they think differently. You start defining the things they did not know they did not know. A room can do that in a way a presentation never can, if you are willing to spend a year building the room.