IN THE DEAD OF SUMMER, WHEN ALL OF SAUDI ARABIA GOES DORMANT,
THERE'S ONE PLACE PEOPLE STILL SHOW UP.
The mall. So that's where Wednesday came for them. We transformed the Back-to-School season into a Back-to-Nevermore moment, turning one of KSA’s biggest malls into an immersive takeover for the release of Wednesday S2.
A SENSE OF FOREBODING GREW THROUGH OUR SEEDED PRE-LAUNCH VIDEOS HINTING AT THE LOCATION OF THE TAKEOVER.
IT WASN'T YOUR TYPICAL POP-UP OR MEDIA PLACEMENT
...but a full-scale reimagining of the mall experience: something never seen before in the Kingdom.
EACH INTERACTIVE TOUCHPOINT BROUGHT UNSUSPECTING VISITORS CLOSER INTO THE DARK WORLD OF THE SHOW
Eventually recruiting hundreds of students to the Nevermore Academy event.
🤝🤝🤝
CCO: Ash Chagla
CD: Nicolas Garcia
Sr. Art Director: Adela Fataliyeva
Sr. Copywriter: Isha Sharma (That's Me)
Production: Enigma