Designed to tell the story of their brand growth and product innovation in an organic, authentic and fun way, Gibson Brands partnered with South by Southwest to host their official SXSW 2017 Interactive/Style kick off event.


However, before we get to the actual event, we should discuss Texas weather. It’s rather unpredictable, and that days epic storm and torrential downpour did not disappoint! Although, a “little” rain wasn’t enough to stop us, and in true Texas fashion, inside the packed house with Austin’s handmade vodka cocktails in hand, our guests embraced it. 


Now for the fun! Incorporating Gibson guitars and Philips Home Entertainment headphones into each of our Texas-inspired street styled looks, complete with cowboy boots and vegan nail polish, the models danced through rain puddles to a soundtrack of badass Gibson guitar playing artists. And the decor? Vintage furniture, custom reclaimed wood bars, a runway backdrop designed for multiple uses post event, and reused flowers and hops from events days prior, that we then later composted. 


With no pause in the storm insight, we carried on as people danced and twirled through these same puddles while rocking out to performances by emerging artists Erika Wennerstrom (Heartless Bastards), Band of Heathens, Emily Wolfe, The Shelters and now multi-Grammy nominated, New Vocal Group of the Year 2018 ACM winners, Midland.


As our event ended and the clock struck ten, just like that, the power generators said goodnight… and reminded us of why you Don’t Mess With Texas!

Fashion Show + Cocktail Party + Private Concert at SXSW
Austin, Texas



Executive Production

Creative Direction + Storytelling

Experiential Design

Fashion Show Retail Partnership

Direct + Choreograph Fashion Show



Event Management + Production

Fashion Show Production

Location Scouting

Custom Fabrication Design

Model Castings + Fittings

Hair and Makeup Direction

Fashion Show Soundtrack

Foam Free Floral Design

Guest Curation

Sustainability Strategy



Photos by Austin Nelson + Ryan Vestil