AWS Summit ASEAN

We marked a decade of AWS Summit ASEAN with a three-city circuit across Singapore, Bangkok, and Jakarta, bringing the cloud computing community together at scale. Working backward from local audience needs, we partnered with AWS to deliver high-impact, in-country experiences for over 16,000 attendees across Southeast Asia. Since its inception, AWS Summit ASEAN has grown its audience by 993%, setting a high benchmark for scale and experience.

This roadshow was end-to-end, by design. From venue and expo management to sponsorships, registration, and content delivery, we built and operated the full experience across all three cities, balancing global consistency with deep local relevance.

At the same time, we raised the bar on creative. Each market featured a unique expression within a unified “10th Anniversary” theme, brought to life across keynotes, content sessions, executive programs, and the expo floor. Our teams delivered everything from spatial design and booth builds to 2D, 3D, and motion content, including a custom keynote opener that took audiences on a journey across the Summit landscape. In Singapore, we pushed the venue experience even further with a world-first slide connecting Levels 4 and 5, turning transit between floors into a high-impact brand moment and reimagining how attendees moved through the Summit.

Executive engagement was a key layer. In Jakarta, we transformed AWS ExecLeaders into a premium evening experience that combined thought leadership with curated hospitality, bespoke branding, and live moments, setting a new benchmark for the program.

The experience was intentionally designed to shift perception of the Summit from a conference people attend to one they feel they can’t miss, moving from passive consumption to active participation. 

Centered on the concept of “play,” the experience transformed learning into interaction and engagement into exploration to encourage movement and participation.