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A typical American mall scene—circa the 1990s—gets a trippy makeover where aliens mingle with shoppers and mannequins come to life, stores have sardonic names like “Earholes” and mall walkers form a cult-like community.
This surreal take on a well-known shrine of conspicuous consumption comes courtesy of art collective and entertainment company Meow Wolf as a way to promote its upcoming exhibit, “The Real Unreal,” opening this summer in a Texas-sized shopping plaza.
The 60-second hero video, under the tagline “Come Find Yourselfs At The Mall,” intends to draw existing fans and newbies to 29,000 feet of exhibition space in the Grapevine Mills mall, part of the sprawling Dallas-Fort Worth metroplex.
The short film is an anchor of a campaign that includes quirky, experiential billboards, pop-ups and other activations from Meow Wolf’s in-house team and independent ad agency Preacher.
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