entertainment

To bring the Lowe’s brand to life in an authentic and unexpected way, I led the creative vision for an immersive festival activation at Austin City Limits Music Festival, transforming the brand from a home improvement retailer into a champion of creativity, music, and making.

At the heart of the experience was a custom performance stage designed to feel as though it had been built from materials found throughout a Lowe’s store, inspiring guests to imagine creating their own backyard concert venue. Layered with outdoor furnishings, warm lighting, and intimate seating, the space hosted emerging Austin musicians in a setting that felt both handcrafted and deeply connected to the city’s creative spirit.

The experience extended beyond the stage through a series of interactive moments designed to surprise and engage festivalgoers. While waiting to enter, guests could participate in a collaborative paint activation where overturned Lowe’s buckets became percussion drums. Each beat triggered bursts of paint inside towering transparent cylinders, creating a living work of art that evolved alongside the rhythm of the music. As fans exited the footprint, they encountered a twelve-foot rotating Texas Lone Star sculpture where they were invited to “Leave Your Mark,” adding their own creative contribution to a continually evolving installation that celebrated community, self-expression, and the maker mindset at the core of the Lowe’s brand.

As Creative Director, I established the creative strategy, developed the experiential narrative, and led the multidisciplinary team responsible for bringing the activation to life. From environmental design and interactive installations to guest flow and branded storytelling, every element was intentionally crafted to create meaningful connections between Lowe’s, the Austin community, and thousands of music fans through an experience that felt distinctly local, highly shareable, and unmistakably Lowe’s.