“Are you a God?” asked Shadow. The buffalo-headed man shook his head. Shadow thought, for a moment, that the creature was amused. “I am the land,” he said.

SXSW 2017 – DAY 1: As if focused on making those words manifest, the White Buffalo stands above the southwestern plains once more. Resplendent, humongous, and as white as the new driven snows of the west, the statue stands tall here at the American Gods display at SXSW 2017 currently underway in Austin, TX. A white bison, covered in furry hair surrounded by the boneyard, and some relatively subtle swag makes for a fan-happy scene here at South By SouthWest.

Check out the image above of the display, which you can visit at SXSW through Monday.

American Gods is a novel written by Neil Gaiman and published in 2001. STARZ has picked up the TV show adaptation, which will presumably dedicate several seasons to the story’s ground-breaking plot: a look at the United States and its melting pot of cultures, through the religions that various groups of natives, settlers, slaves, and immigrants brought when coming to the New World. American God‘s story is built around how the avatars of the supernatural elements of these religions mesh, and how culture creates new religions without even knowing it. In addition to these fantastic elements, American Gods is tied to the mundane through its obsession with the roadside folk attractions that were so common through out middle America in the 20th century.

If the dedication to detail in the trailer and this promotional exhibit is any indication, the television series will be a faithful rendering of the venerable tale, giving fans a new reason to pay Starz $9.00 a month for access to this show along with its other fantasy titles like Outlander, Black Sails, and Ash vs. Evil Dead. It’s worth noting that when one lists these titles out, it’s clear that STARZ original programming is dedicated to serving geeks.

American Gods, which debuts on Starz on April 30, 2017, stars Ricky Whittle as Shadow Moon, Ian McShane as Mr. Wednesday, Emily Browning as Laura Moon, Crispin Glover as Mr. World, Cloris Leachman as Zorya Vechernyaya, Gillian Anderson as Media, Orlando Jones as Mr. Nancy, Kristin Chenoweth as Easter, and many more.

Certain lucky SXSW attendees will have the chance at a sneak peak of the American Gods pilot on Saturday, March 11, 2017. If we’re fortunate enough to get in, we’ll share our thoughts here on Geeks of Doom. Stay tuned!