Armadillo World Headquarters and Austin Film Festival Announce the Winner of the
Jim Franklin “The Armadillo Man” Film Fellowship
Austin filmmaker Emil Lozada to direct a new documentary short exploring the life, legacy, and cultural impact of underground Austin art pioneer Jim Franklin with a world premiere set for the 32nd Austin Film Festival in October
Austin, TX — [May 14, 2025] — Armadillo World Headquarters, once a legendary music venue and now a mission-driven brand, and Austin Film Festival (AFF), the premier film festival recognizing writers’ and filmmakers’ contributions to film, television, and new media, are proud to announce award-winning Austin-based filmmaker Emil Lozada as the recipient of the Jim Franklin “Armadillo Man” Film Fellowship.
Lozada will direct a documentary film chronicling the life and legacy of legendary Texas artist Jim Franklin, whose surrealist armadillo artwork became an enduring emblem of Austin’s countercultural revolution—and a visual hallmark of the 1970s American underground.
As the de facto art director of the storied Armadillo World Headquarters, Franklin helped shape the aesthetic of a movement that bridged psychedelic rock, anti-establishment politics, and underground art. His posters—equal parts satire, symbolism, and subversion—earned comparisons to the likes of R. Crumb and Rick Griffin, and his influence reached far beyond Texas, leaving a permanent mark on the visual language of American counterculture.
The documentary aims to capture the spirit of an era through the lens of one of its most provocative and visionary figures. Known not only for his distinctive artwork but also for bridging the worlds of music, politics, and underground art, Franklin’s story will be told with the depth, nuance, and intimacy it deserves under Lozada’s direction. The festival launched a competition earlier this year to find a Texas-based director, and Lozada was selected from filmmakers across the state.
“Jim Franklin is not just an artist—he’s a cultural catalyst,” said Barbara Morgan, Co-Founder and Executive Director of Austin Film Festival. “His influence reaches far beyond the canvas, shaping the creative soul of Austin itself. Emil Lozada’s thoughtful, human-centered storytelling makes him the ideal filmmaker to honor Jim’s legacy. We can’t wait to see what he creates.”
After its premiere at AFF (October 23-30), the film is set to have its world broadcast premiere on public media stations and digital platforms via its distribution partner, Austin PBS.
Austin icon, Jim “The Armadillo Man” Franklin
Fellowship Winner, filmmaker Emil Lozada
Lozada is celebrated for his character-driven documentaries that explore social justice and give voice to underrepresented communities. His films have screened at top-tier festivals including AFF, SXSW, DOC NYC, and Palm Springs International ShortFest, and have earned accolades such as Best Documentary at the Austin Lift-Off and McMinnville Film Festivals for his film Grey Horse, and a nomination for Best Texas Short at the SXSW for his film The Queen Vs. Texas.
“I’m beyond excited to tell Jim’s story,” said Lozada. “As someone drawn to Austin’s counter cultural roots, I’ve long admired his influence. His vision helped shape the creative, independent spirit that still defines this city. It’s an honor to help share that legacy.”
The documentary will include never-before-seen archival materials, personal interviews, and a visual journey through Austin’s evolving artistic identity. The film is being co-produced by Armadillo World Headquarters’s agency of record, Passion Point Collective who are also developing a feature-length documentary about the broader cultural impact of the Armadillo World Headquarters in partnership with leading content studio MakeMake Entertainment (The Greatest Night in Pop), with further details to be announced later this year.
To learn more, please visit armadilloworld.com.
Read a profile about Lozada and the fellowship in the recent Austin Chronicle exclusive.