We helped HBO Max created the ultimate Coffeehouse experience at SXSW—complete with title-inspired coffees and custom cocktails, artwork, panels, parties, and brunch through the weekend.
The two-day activation activated at the heart of Austin’s iconic Rainey street, and was presented by HBO Max’s Human by Orientation and Pa’lante initiatives, aimed at elevate and celebrating the LGBTQIA+ and Latinx communities. With so few dedicated spaces dedicated to these identities contributions to culture and media at SXSW, the Coffeehouse served as a unique hub for enrichment and representation. We created 30+ originally pieces or art inspired by HBO Max titles—including The White Lotus, The Last of Us, The Sex Lives of College Girls and True Blood—and embedded them into the Coffeehouse space as Easter eggs for fans to discover. We partnered with Variety to host and program vital discussions about documentary storytelling and the intersection of technology and culture, featuring talent including Lena Waithe and Gabriel Luna, all through a distinctly Latinx and LGBTQ+ lens. To top it off, we threw parties, brunches and performances thatt were the talk of the festival.The results were record-breaking impressions for the Pa’Lante! and Human By Orientation brands and over $38M in earned media value.
Other Projects with HBO Max's Human By Orientation
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Other Projects with HBO Max's Human By Orientation 〰️
HBO Max’s Human By Orientation Art Direction & Content Creation
As an Art Director for HBO Max’s Human By Orientation (HBO Max’s LGBTQIA+ marketing and community initiative) it was my role to continuously develop and maintain the brand story and creative structure that spoke to the queer community while also maintaining the larger HBO Max brand tone. I worked with my team on creating an IP-focused strategy by highlighting the characters and titles on HBO that resonate with our audience. This approach involved emphasizing scene pulls over editorializing and letting the titles lead the content to deliver more of what our audience loves about HBO shows while engaging with them more organically. This new strategy grew the channel quickly with impressive stats to show for it: accounts reached increased over 400%, accounts engaged increased over 600%, and total followers increased 75%.
