Doodles SXSW

NFTs but make ‘em IRL

It was SXSW’s first IRL event after a virtual lineup in 2021, and we were teaming up with one of the biggest names in the NFT space. So you could say we knew we had to make something special.

Joining forces with the Doodles team, we set out to turn a warehouse on Austin’s Trinity Street into an NFT multiverse inspired by Doodles founder Burnt Toast (aka Scott Martin).

Underpinning the entire NFT movement are two main themes: art and technology. We knew that to accurately represent the spirit of NFTs into our Doodles activation, we’d need to tap into both our art and tech abilities.

To accomplish our mission, we cultivated a vibrant holographic pastel rainbow color scheme for the activation using matte paint, powder coating, frosted acrylic, and inflatable fixtures. We kept our design consistent with Burnt Toast’s style to preserve the vision of Doodles in our activation.

We knew we also needed to include cutting-edge tech. Projection mapping and touchpoint interactivity were no-brainers. To travel through the DoodleVerse, Doodle owners received an RFID embedded physical Passport that connected their unique Doodle and displayed their Twitter handle. As they traveled through the space they were able to scan the Passport to activate special experiences tailored to them that allowed their Doodle to materialize in physical space.

Our representation of the DoodleVerse consisted of three main Zones: DoodleLand, DoodleAir, and DoodleSpace, all of which had a unique travel guide that helped users navigate the experience. Guests began their journey along the rainbow road in DoodleLand that combined animated scenes with interactive elements. The next Zone, DoodleAir, was a celestially-themed lounge suspended in the air and surrounded by clouds.

The final Zone, DoodleSpace, was our most ambitious. It featured a Customization Station with nail art as well as an interactive rainbow graffiti wall. Guests used prop spray cans equipped with Vive trackers that allowed them to draw their own graffito on the digital canvas. Visitors could even interact with characters on the wall using their spray cans. The interactive element gave our guests a chance to participate in the Doodles activation instead of just watching it unfold.

We’re always striving to engage senses other than sight and sound, and our approach was no different for the Doodles activation. That’s why we included more than just art in each of the three Zones of the DoodleVerse. To captivate guests’ smell and taste, we included a “pit stop” in each zone that featured unique Doodle-themed food and drink options.


  • Experiential Design
  • Audio / Visual Production
  • Creative Technology
  • Projection Mapping
  • Interactive Installation
  • Design
  • Operation / Support


  • Executive Producer: Paul Elsberg
  • Producer: Abby Murphy
  • Associate Producer: Taylor Welch
  • Executive Creative Director: Alex Ilten
  • Executive Creative Producer: Mike Lee
  • Creative Director: Akiko Yamashita
  • Art Director: Daniel Mannino
  • Graphic Designer: Justine Henderson
  • Creative Producers: Melanie Kassis
  • Sound Design: John Bowers
  • Creative Technology Producer: Zachary Saale
  • Lead Programmer: Evan Gannon
  • Creative Technologists: Trevor Smith, Armand Kambourian
  • Production Leads: Nico Yernazian, Mikey Barber, Alex Gaucin