Following the success of the Tecovas Texas themed ad during the Super Bowl, the Austin based western wear brand will present a special screening of Love Letter to Texas during SXSW. The 14-minute short film is directed by Jeff Nichols, best known for the 2012 film Mud (starring Matthew McConaughey).
The project serves as a cinematic tribute to the spirit and landscape of Texas. According to reporting by Robert Klara for ADWEEK, the film was not designed as a traditional advertisement. Instead, the short is steeped in storytelling and culture rather than direct marketing.
Ryan Bingham stars as a lone character traveling across the Texas landscape in search of a life that better fits who he is. A musician and actor, you’ll most likely recognize him from his role as Walker on Yellowstone. Michael Shannon also appears in the film as does Bingham’s wife Hassie Harrison (whom he met on Yellowstone). As if that’s not enough, the film is narrated by Texas legend Sissy Spacek.
While Tecovas apparel appears in the film, the brand itself is only briefly acknowledged in the credits. As Klara reports, the goal was to allow the story and setting to take center stage while subtly reflecting the Western identity that the brand represents.
Spill the ATX will be attending the screening and panel and sharing more tea soon.