Tecovas Lucktober Fest - Experiential

Creative Lead | Art Director | Senior Designer

While at Field Scout agency, we spearheaded an innovative brand activation for Tecovas at Willie Nelson's iconic Luck Ranch during the 2022 Lucktober Fest.

We Conceptualized and executed a transformative brand experience by repurposing an authentic tack house, seamlessly blending Western heritage with contemporary brand storytelling. This reimagining turned a functional space into an immersive brand environment that resonated with both the Tecovas brand ethos and the festival's unique atmosphere, including a bespoke boot shine station doubling as a creative photo opportunity, an interactive souvenir crafting hitch post, and a distinctive hair braiding bar, adding a touch of Willie-inspired style to the overall experience.