CHALLENGE
In 2024, XERO brought their brand to the USA. A Xerocon takeover starting with Nashville, a city known for its country glam, vivid neon lights, lively art scene, and a soul deeply rooted in performance and music. Using the history of this great city, how do we create an event that cements XERO as a big player in one of the biggest markets in the world?

INSIGHT
At the heart of Xerocon is the stories we tell. Through content, connections, and moments of surprise and delight we want our Xero community to walk away future-focused, empowered, and inspired to build a sustainable business and future.

IDEA
Xerocon Nashville. We told these stories over 2 exciting days, starting with a bustling opening ceremony by Mississippi Trio ‘Daves Highway’, complimented by Ashland Craft’s beautiful closing ceremony. Talks throughout the days from industry leaders kept attendees informed, while an exciting expo hall kept guests engaged between talks, with our magnum opus of the event in the AI music factory, an innovative activation powered by GenAI that allowed the Xero Community to craft their own band name, song, and album cover. The journey began with a photo and questionnaire designed to tailor the output to each attendee’s preferences. The GenAI tool then took over from there, weaving together the various elements into a cohesive artistic expression. Everyone received a 10 second tune and album cover delivered within minutes of completing the experience. To add a personal touch, attendees also took home a customised vinyl record creating a tangible memento of their unique experience at Xerocon.