Bud Light wanted to develop a new approach to how fans can engage with artists at Austin’s SXSW festival, celebrating the festival’s focus on creativity and music culture. The commission was to create playful, public spaces where attendees could explore music from artists playing at the Bud Light House - in a way that encouraged exploration, collaboration and creativity.

Together, we created playable murals that took stems from tracks and laid them out in a way that enabled attendees to remix and create their own tracks. The project included four interactive installations across the city - the largest a 50 ft wall in the street for those waiting in line to attend shows in the Bud Light House, creatively reimagining meanwhile spaces as a place for discovery and culture. The installation combined conductive print touchpoints with professional remix software hidden behind the scenes, creating an experience where the sounds would always come in on time. Breaking down the music into remix-able stems allowed attendees to understand the component parts of a track and how bringing them together in different ways could create a new feel. The experience was designed to prioritise the creativity of attendees and democratise musical expression so that anyone- of any ability - could participate and collaborate to create an immersive soundscape for people to listen to.

The project was featured in USA Today & gained over 85+ Interactions per hour from 5,500+ unique guests & 14.6m+ impressions on social media.

Created in collaboration with Mediacom for Bud Light whilst working at Novalia.