SXSW Sydney is looking to build momentum ahead of festival's 2024 event with a new campaign from Sydney-based creative shop Studio 3AN.

The campaign, titled 'The Future Belongs to the Curious', will roll out across large format outdoor ads, street posters, TV commercials, cinema spots, YouTube ads, and social media posts.

"The visual identity Studio 3AM created earlier this year is incredibly versatile, looking great in any context. It was only natural to continue our collaboration on this first creative brand advertising for SXSW Sydney. 'The Future Belongs to the Curious' is just as striking and adaptable as the original work – we couldn’t be more thrilled," said Managing Director of SXSW Sydney, Colin Daniels.

CEO/Creative Director at Studio 3AM, Jonathan Key, said: "Working with SXSW Sydney has been an incredible collaboration that perfectly aligns with our ethos of good design crafted by good people. The team at SXSW Sydney shares our passion for creativity and innovation, making this partnership truly rewarding. We are delighted with the result and grateful for the opportunity to showcase our commitment to creating impactful and timeless designs."

Studio 3AM has previously collaborated with brands such as Sony, Porsche, ABC, Sydney Symphony Orchestra, and Audi.