Bringing the SeedAI House to Life at South By Southwest 2025

As the Onsite Producer for the SeedAI House at South By Southwest 2025, contracted through the experiential agency Early Spring, I helped transform a raw venue into a dynamic, branded experience that exceeded expectations and became a standout activation during SXSW.

From early planning through final strike, I led end-to-end event production — including venue sourcing, permitting, fabrication, AV, lighting, staffing, budgeting, and creative collaboration. While I didn’t produce the 3D renderings myself, I worked closely with a colleague to develop detailed visual mockups that brought the space to life and helped align all stakeholders with the creative vision.

Our key metric was brand visibility — and we crushed it. By the end of the activation, we had surpassed our original attendance goal by 137.5%, making the SeedAI House one of the most buzzworthy stops at SXSW.

I partnered with an incredible lineup of vendors who each played a major role in delivering the experience:

• Fabrication & Scenic Design: Cinco Made built custom scenic structures that elevated the space and gave each of the eight featured AI companies a unique yet cohesive presence.

• Lighting & AV: J&M Productions handled all lighting and AV needs — ensuring everything from live demos to panels ran flawlessly.

• Photo & Video Content Capture: SWNG Productions documented the experience through professional photography and video content, helping the brand amplify the event’s reach across digital channels.

To ensure a smooth and successful execution:

• I coordinated all permitting with SXSW and the City of Austin (Austin Center for Events)

• Built and managed a project budget, balancing vendor needs with creative goals

• Collaborated on 3D renderings of the space to map traffic flow and optimize the layout

• Hired and managed a team of Production Assistants and on-site staff, overseeing daily load-ins, brand activations, and strikes

From ideation to execution, the SeedAI House was a masterclass in strategy, agility, and collaboration. The result? A fully immersive experience that celebrated AI innovation and left a lasting impression on the SXSW crowd.