Brand activations are a big part of South by Southwest, but it takes a lot to stand out in the midst of such a busy, crowded event. And while nothing from this year’s slate of experiential stunts were as elaborate and creative as some of the greatest hits from the pre-pandemic years, there was still a lot to see—and many activations drew massive crowds.
To sort through what made the buzziest experiential of SXSW 2025 resonate with fans, ADWEEK sat down with Margaret Kerrison, senior creative director at TAIT.
Kerrison spent seven years at Walt Disney Imagineering, where she was the story lead for Star Wars: Galaxy’s Edge at the Disney Parks.
