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.