small space,
bigger Aggie impact

texas a&m at sxsw 2025

Texas A&M

location.

Austin, TX

Texas A&M set out to prove that the future of food is not theoretical. It is already in motion. Their researchers are tackling food sustainability from every angle: on land, in our oceans, and even in orbit. Our job was to translate this groundbreaking work into something guests could tangibly experience. Inside a tight corner of the Fast Company Grille at SXSW, we had to instantly grab attention, spark curiosity, and make complex research feel personal. We were up against worthy adversaries: flashy neighbors, a high volume of foot traffic, and very little room to store or stage anything. The goal was clear: make this small space speak volumes, sustainably.

challenge.

We brought Texas A&M’s story to life through The Marketplace of the Future, a compact, thoughtfully designed experience that worked like a living storybook. Within a footprint of under 100 square feet, guests explored sustainable food breakthroughs across land, sea, and space through tactile displays, eye-catching visuals, and hands-on giveaways. Three custom-designed tote bags by Texas A&M student artists helped carry the message home, both literally and figuratively. At the heart of the activation was a digital photo mosaic wall, which collected over 1,760 individual portraits in real time to form a collective image. Guests added their portraits, building a bigger picture with every snap; all culminating in a grand, visual reminder that shaping the future is a collective act and requires all of us to make possible.

solution.

The activation stood out, not by shouting, but by inviting participants to join the conversation and learn. Despite the size constraints, the activation drew an estimated 2,552 guests over three days, each invited to explore and reflect on Texas A&M’s contributions to sustainable food. Hundreds of guests engaged with the mosaic wall, explored each research theme, and left with branded items that carried real meaning. On-site sentiment was overwhelmingly positive: of the 707 responses collected, 86.5% rated the brand favorably, reinforcing a strong reputation among SXSW attendees. Local news coverage from KBTX brought an additional boost, reaching audiences across digital and broadcast platforms.