My team was asked by Microsoft to attend SXSW and collaborate with the Spreadsheet Champions film production team to create content that would generate excitement for the premiere across Microsoft 365 social channels. Partnering with a producer, I led weekend-long coverage on the ground in Austin, capturing the energy and spirit of the event while coordinating with an editing team on standby for rapid turnaround. Our goal was to showcase the film’s debut as a cultural moment and invite audiences into the growing world of Excel Esports.

We created on-the-ground content that brought SXSW attendees directly into the story, interviewing festival-goers as they experienced the premiere for the first time. Our coverage blended authentic audience reactions with moments from the film team and one of the Excel champions featured in Spreadsheet Champions, creating a bridge between fans, filmmakers, and competitors. Collaborating closely with the production crew ensured consistent tone and quality, while our remote editors delivered final videos within hours to keep the excitement alive in real time.

Impact

The SXSW coverage amplified anticipation around Spreadsheet Champions and invited new audiences to connect with the world of Excel Esports. The campaign positioned Microsoft 365 as a brand that celebrates creativity and community, sparking curiosity and engagement around an unexpected cultural movement.