Finding Serenity at SXSW With Michelob Ultra’s Sunset Meditation Event

The beer brand's first activation for the festival brought a much-needed calm

Video: Josh Rios, Dianna McDougall; Editor: Nick Gardner

SXSW may be one of the most frantic, boisterous festivals out there—and that’s exactly why Michelob Ultra challenged itself to create a moment of peace and tranquility for thousands of attendees in its very first SXSW activation.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.