We built a two-day coffeehouse pop-up in the heart of Austin, TX during SXSW. Presented by HBO Max’s Human by Orientation and Pa’lante community platforms, the Coffeehouse served as a unique hub for enrichment and representation for LGBTQIA+ and Latinx audiences. We created over 30 original art pieces inspired by HBO Max titles such as The White Lotus, The Last of Us, Sex Lives of College Girls, and True Blood, embedding them in the Coffeehouse as Easter eggs for fans to enjoy. Partnering with Variety, we hosted and programmed live discussions featuring talent including Lena Waithe and Gabriel Luna, all through a Latinx and LGBTQIA+ lens. The event also included live music and performances that became the talk of the festival. The activation resulted in record-breaking impressions for the Pa’lante! and Human By Orientation brands, generating over $38M in earned media value.
