Bringing AI Creativity
to Life at SXSW Sydney
At the 2025 South by South-West (SXSW) festival in Tumbalong Park, Darling Harbour, Adobe teamed up with The Print HQ and MCI Agency to create an unforgettable live experience for attendees.
The goal? To showcase Adobe Express and Adobe Firefly through an interactive AI-powered printing activation — transforming digital creativity into a tangible keepsake guests could take home.
7
days
Over seven days of continuous printing, our setup ran seamlessly — proof of The Print HQ’s precision and reliability under pressure.
3,393
prints
Each tag was uniquely generated using Adobe’s AI tools and printed on-site — a true showcase of creativity meeting technology in real time.
5 star feedback
Both partners praised the activation’s success, creativity, and flawless delivery — solidifying The Print HQ as their go-to live print activation partner.
activate with the print hq
Our live printing activations transform events into immersive brand experiences.
the objective
Adobe wanted to connect directly with the creative community and general public, giving them the chance to explore the power of generative AI.
Using Adobe Express, visitors designed their own artwork in real time — then watched as The Print HQ brought it to life as a custom acrylic luggage tag, printed on-site within minutes.
The Challenge
With just two weeks of preparation time, The Print HQ was tasked with producing a minimum of 500 unique prints per day over seven consecutive 10-hour days.
The challenge was balancing:
High-volume printing without compromising quality
Fast turnaround times for each guest experience
Consistent performance across a week-long event
Our experienced team managed the activation seamlessly, ensuring every tag was printed, pressed, and delivered efficiently.
our solution
The Print HQ provided a live printing station, built to handle high demand and constant customisation. Using heat sublimation technology, we produced durable, full-colour prints on acrylic tags that captured each guest’s unique AI artwork.
The activation space, designed by Adobe, featured:
A custom-branded tent with interactive computer stations
Large display screens showcasing the creative process
A streamlined workflow for guests to design, print, and collect their item within 10 minutes
Each design was powered by Adobe Express templates and Firefly’s generative AI, making every luggage tag completely unique.
Team on-site: 3 members per day
Printing method: Sublimation with heat press
Duration: 7 days
Results & Key Learnings
The Adobe x The Print HQ activation at SXSW Sydney was a standout success, combining cutting-edge creativity with flawless execution. Across seven consecutive days, our team delivered a seamless, high-volume live printing experience that exceeded expectations in both engagement and output.
Outstanding Results
Over the course of the event, 3,393 custom luggage tags were printed live — each one completely unique, designed using Adobe Express. Guests were amazed by how their digital designs were transformed into tangible keepsakes within minutes, creating a powerful connection between technology and creativity.
Performance Highlights
3,393 luggage tags printed live — each uniquely generated and personalised
Average wait time cut from 20 minutes to just 10 minutes after optimising workflow on Day 2
Zero downtime or technical issues over seven full event days
Flawless execution and 5-star feedback from both Adobe and MCI Agency
Engagement Impact
The activation booth quickly became one of the most visited experiences at SXSW Sydney.
Guests spent an average of 10–20 minutes engaging with the brand — designing, customising, and watching their creations come to life. The tactile nature of the product (a high-quality acrylic luggage tag) ensured that each interaction ended with something meaningful and memorable.
The experience not only showcased Adobe’s innovation but also demonstrated how interactive live printing can elevate audience engagement far beyond traditional event marketing.
Key Learnings
Executing a high-demand, AI-powered activation at a major public event provided valuable insights that refined The Print HQ’s processes and cemented its position as a leader in live customisation experiences.
What We Learned:
Scalable Workflow: By analysing throughput data early, we restructured our print process mid-event, halving wait times and increasing daily output capacity.
High-Volume Readiness: Managing over 500 custom prints per day proved our system’s scalability for large-scale activations.
Guest Experience First: Maintaining speed without compromising quality kept engagement high and dwell times consistent.
Operational Precision: Seven days of back-to-back printing with zero downtime reinforced the reliability of our systems, equipment, and team execution.
Takeaway
The SXSW Sydney activation reinforced The Print HQ’s reputation as Australia’s leading live print activation partner — capable of merging creativity, technology, and flawless logistics. It also highlighted the growing demand for interactive brand experiences that offer both digital innovation and physical connection — something The Print HQ continues to deliver for brands like Adobe, Adidas, Logitech, and more.
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