We meticulously crafted each step of the experience. Guests booked reservations at DiscoverWestworld.com and completed a personality archetype assessment before and were free to explore over 90,000 sq. ft. of space and interact with the AI hosts played by over 60 actors. A 444-page script drove the narrative of SXSWestworld and brought the park to life. Fans scoured the park for hidden season two clues and provided social media reach at a global scale. No two guests had identical experiences.

We designed and illustrated all onsite collateral and signage as part of the “in-world” voice of Delos, the corporation that runs Westworld in the series. Each piece teased the upcoming season, fueling online buzz. Guests sent postcards from the Sweetwater Post Office, to receive them right before the premiere. Personalized letters, full of "easter eggs," awaited guests, revealing deeper narratives. We conceived and treated the entire event as a film set, using Delos-themed content to expand the park's narrative and tease the second season, amplifying the activation's reach beyond the physical experience, sparking conversations on social platforms. SXSWestworld became the most talked-about event, with buzz extending far beyond Austin.