Music Lane
Lifestyle & Brand Imagery
Creative Direction, Casting, Production Design, Photography, Video Production, Post-Production
Music Lane, the shopping, dining and lifestyle destination on Austin’s iconic South Congress Avenue, commissioned The Southern Influence to create its fall and winter lifestyle campaign. TSI led the project from creative direction and casting through photography, video production and post-production, capturing the architecture, tenants and everyday energy that make Music Lane a distinctly Austin destination.
Architecture with Atmosphere
Photographer Chris Olfers used long exposures and a specialized tilt-shift lens to capture Music Lane’s architecture with precision while preserving a sense of movement and life throughout the property. The resulting images feel polished but never overly perfect, balancing the development’s elevated design with the character and creative energy of South Congress.
Austin in Motion
Producer Arielle Olfers cast a diverse, representative group of local artists to bring the campaign to life across fashion, shopping, dining and candid lifestyle moments. Director of Photography Brian Pfaff combined wide and telephoto lenses to create visual variety, then oversaw color correction in post to keep the photography and motion assets consistent in hue, saturation and tone. The final lifestyle content library gave Music Lane cohesive assets for social media, digital marketing, web and tenant storytelling.