Following the success of Tecovas’ Texas-themed ad during the Super Bowl, the Austin-based western clothing brand will present a special screening of it Love letter to Texas during SXSW. The 14-minute short film is directed by Jeff Nichols, best known for the 2012 film dirt (with Matthew McConaughey).
The project serves as a cinematic tribute to the spirit and landscape of Texas. According to report by Robert Klara for ADWEEKthe film was not designed as a traditional advertisement. Instead, the short film is driven more by storytelling and culture than direct marketing.
Ryan Bingham plays a lonely character who travels through the Texas countryside in search of a life that better suits him. As a musician and actor, you’ll probably recognize him from his role as Walker Yellowstone. Michael Shannon also appears in the film, as does Bingham’s wife Hassie Harrison (whom he met). Yellowstone). As if that wasn’t enough, the film is narrated by Texas legend Sissy Spacek.
While Tecova’s clothing appears in the film, the brand itself is only briefly mentioned in the credits. As Klara reports, the goal was to focus on the story and setting while subtly reflecting the Western identity that the brand represents.
Spill the ATX will be attending the screening and panel and drinking more tea soon.
