Investigation Discovery x SXSW

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Warner Brothers Discovery’s goal for the ID brand is to capitalize on strong network love and above-average brand extension interest by expanding and elevating the ID brand beyond linear platforms, meeting true crime fans where they are.
We were tasked with developing experiential marketing stunts and activations that will expand ID’s core consumer reach and establish ID as a leader in the true crime space, beginning with an immersive experience that opened Variety’s True Crime Summit at SXSW 2026.

Approach & Result.
The experience was designed to be a visually arresting gallery-style installation that translates ID's true-crime storytelling process into an interactive and sensory art form. The result was “The Art of Investigation,” a story-driven environment that placed guests inside an unfolding investigation. The experience mirrored the analytical steps of a true-crime case, guiding visitors through a hands-on investigation. The activation included interactive elements such as biometric analysis, ballistics examination, and time of death determination, all accompanied by seamless brand integrations and photo moments. This included a wall of CCTV show footage, a key art corridor, and a journey concluding at an evidence locker that dispensed branded merchandise.