Client
Norton, a cybersecurity brand focused on protecting digital privacy, identity, and data in a connected world.

The Ask
Norton was heading to SXSW with a new documentary to launch, The Most Dangerous Town on the Internet, and a panel to promote. The goal was to generate interest and drive attendance while also helping the brand show up in a fresh, relevant way for a younger, tech-savvy audience. It needed to feel like part of the Austin experience without coming off as a traditional ad campaign.

The Approach
We created a branded shuttle experience that picked up attendees from the airport and took them to their hotels. The buses were fully wrapped in campaign visuals promoting the film and the panel. We also had a street team on the ground helping guide people to transportation, handing out information about the film, and getting the word out across key SXSW locations. The work wasn’t just about awareness — it was about creating a first impression that felt thoughtful, useful, and in tune with the vibe of the festival. I helped lead design on the overall visual system and worked closely with the team to make sure the branding came through clearly across every touchpoint.

The Outcome
The campaign gave Norton a strong presence at SXSW and helped drive real interest in the panel and the premiere. It brought attention to the brand without feeling overly corporate, and it introduced the film in a way that sparked curiosity from the start. The buses became moving billboards, and the activation made sure Norton was part of the conversation all week.