INTERACTIVE CITY. ACCENTURE INTERACTIVE.
The challenge was not to open a new office. It was to make a new business model tangible.
Creative platform and launch narrative for Accenture Interactive’s regional hub, turning its proposition into a live experience.
My role: Creative Platform · Narrative Architecture · Executive Speechwriting · Experience Design · AI Interaction Script · Guest Journey · Creative Direction
In 2017, Accenture Interactive launched its Hispanic South America hub in Buenos Aires, connecting Argentina, Chile, Colombia and Peru.
The new model brought consulting, creativity and technology together. Rather than explaining that proposition through a conventional presentation, I reframed the launch as a live demonstration of how it worked.
I developed the event’s creative narrative from beginning to end, from the invitations and pre-event communications to the opening sequence, executive speech and experiences throughout the space.
The opening began with listening. I held several conversations with Sergio Kaufman to understand how he thought, spoke and connected his personal experiences with Accenture’s vision. From those conversations, I wrote his complete speech and scripted his interaction with Amelia, the artificial intelligence platform used by Accenture.
Amelia first entered through Kaufman’s words. She then appeared as a humanized presence, transforming the formal address into a conversation between human and artificial intelligence.
The same narrative logic connected the rest of the experience. Technology welcomed the guests. Data shaped the food. Music changed the atmosphere.
Using information gathered from the audience, I wrote the recipe that Argentine chef Germán Martitegui prepared for the event.
Data they could literally taste.
My responsibility was to ensure that none of these elements felt like an isolated attraction. Together, they told one coherent story:
Technology matters when it makes the experience more human.
The launch brought together senior regional and global Accenture leaders, including Anatoly Roytman, co-founder of Accenture Interactive.
Credits
Creative Direction and Narrative: Federico Zamponi
Event Production: Sake
Gastronomic Experience: Germán Martitegui
Live Performance: Axel Krygier
Music: SRZ
