The opening week of SXSW is when Austin's traffic situation officially becomes a problem and a feature. Sixth Street is jammed. Music people, tech people, film people, all of them with phones out. We don't usually believe the "everybody's a content creator" line, but during SXSW it's basically true. Anywhere you stop is a backdrop.

So naturally, OMEGA opening up it’s Austin boutique during SXSW felt like a good idea. So to help let everyone know, we went big and delivered a full facade projection that featured brand ambassador, Glen Powell, the Seamaster Planet Ocean and OMEGA's signature orange, stretched edge to edge across the entire facade and faded into nothing at the corners. That orange treatment was the industry first — nobody had used a brand color as the projection itself before.

Powell grew up in Austin, so he didn't need an introduction. Between his face, the watch, and the orange wrapping the whole building, the projection picked up attention fast.