This was my first time taking the Amtrak to Austin for SXSW. And honestly? I might never fly again. There’s something about that slow, steady glide out of the city that clears your head. No airport chaos. No smells my nose can’t decipher. No tray table fights. Just a window and a quiet moment to let the creative gears start turning.
Once we rolled into Austin, first stop was ink. It’s tradition now—my buddy, Joe Doyle and I get matching tattoos every time we come to SXSW. This year was no different. A quick buzz of the machine, some vague regret, and a permanent reminder that the best ideas usually start as inside jokes.
Then came the tacos. Because obviously. Austin doesn’t mess around. One panelist nailed it when they said, “In a world of AI content, authenticity tastes like a homemade tortilla.” They weren’t even talking about food, but it still felt like gospel. Breakfast tacos fueled the mornings. Al pastor kept us out too late. Somewhere in between, the city worked its usual magic.
The sessions? A mix of bold predictions and brutal honesty. One speaker said, “Most workplaces don’t inspire unconventional thinking.” That hit harder than most creative decks I’ve sat through. Another: “Feel that itch to stand up and say, today we’re going to do it differently. And that person, it’s not your CEO, it’s not someone on the board, it’s not your boss. It’s you! No one is going to hand you a permission slip to be brave. You don’t need written approval to break conventions.” Everyone in the room froze for a second after that one. Because yeah, we all knew it was true.
Gaming came up a lot this year—especially the idea that it’s the new social. One speaker put it perfectly: “People don’t go to games to play; they go to socialize.” Funny, but also terrifying if you’re still treating digital like it’s 2019.
And then there were the comedy shows. Late-night sets that reminded me why storytelling matters. No slides. No sizzle reels. Just a mic, a spotlight, and the raw power of timing, truth, and delivery. Honestly, some of the best “content” of the week didn’t happen on stage at a panel—it happened in the back of a crowded bar, with a comic making strangers cry-laugh at 1 a.m.
So yeah, I left full. On tacos. On tattoos. On ideas and hard truths and big laughs. I came to SXSW looking for inspiration—and left with a sunburn, a sore stomach, and a fresh reminder of why we do this.
Train ride home? Even better the second time around.
– Mike Cacciabondo,
Group Creative Director
