Meow wolf art1/8/2024 ![]() ![]() This synergy led to a collaborative campaign that inspires curiosity rather than answers questions–leading those unfamiliar with Meow Wolf down a kaleidoscopic rabbit hole and giving rabid fans new opportunities to speculate on the brand’s ever-expanding multiverse. The campaign reflects the quirks of two organisations deeply rooted in the creative process, as planning meetings included acapella takes on the campaign’s soundtrack and spirited discussions on the merits of various tracksuit designs. ![]() ![]() Meow Wolf teamed up with Preacher on the project citing the agency’s creative prowess and Texas roots, as well as its long history of support for the arts, such as its Preacher Gallery. What lies beyond the portal, however, you’ll have to discover for yourself,” said Marcus Brown, creative director at Preacher. Our goal was to pay homage to that through the lens of nostalgic mall culture, inspired by Meow Wolf’s philosophies, artists and lovable characters. Meow Wolf is a brain altering, insanely fun and welcoming experience. Plus, you literally have to walk through a mall to get to the portal (aka the exhibit entrance). “The entire campaign serves as a wonderfully weird and mind bending invitation to join us in this new Meow Wolf Grapevine dimension, one designed to empower us all to explore and discover our various 'selfs.' The growing Meow Wolf Mall Walker community embodies this spirit of discovery and reflection. The campaign also includes an interactive kiosk featuring 'intra-wellness' brand 'Laërnu' (hint: spell it backwards), in the mall corridor outside Meow Wolf Grapevine, offering consumers a way to find 'A Whole Nü You.' Passers-by can engage with the curiosities offered, such as sound baths offering nonsensical affirmations, digital and mirrored “reflection” stations, and a claw machine filled with wonders that include free tickets for entry. Mall walkers will also be popping up in performances throughout the Dallas-Fort Worth metroplex, meeting Meow Wolf’s new neighbours and encouraging them to plan their journey to The Real Unreal. ![]() Eagle-eyed fans will spot some familiar faces from the Meow Wolf universe including cameos by Plotzo the Rat and Meow Wolf founder + mascot Benji Geary.Ĭut-down versions of the film will also run across local broadcast TV, social and digital, along with OOH, mobile. The mall walkers offer surreal testimonials and self-affirmations as they traverse a whimsical visual landscape, evoking the unique real-world Meow Wolf experience of inviting guests to explore new depths of their own individual imagination. To promote the exhibition’s opening, Preacher created an integrated campaign which invites everyone to 'Come Find Yourself At The Mall.' At the centre is a launch film, which enlists the help of an unexpected community of mall walkers in matching neon tracksuits, inviting all walks of life to join in a procession through the mall headed for a transformative Meow Wolf experience with dizzying multi-self-discovery in the multiverse. Meow Wolf, the globally-recognised art collective, has tapped Austin-based creative agency Preacher for the launch of its highly-anticipated fourth permanent exhibition The Real Unreal, opening in an unexpected location: Grapevine Mills mall, located in the Dallas-Fort Worth metroplex. ![]()
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