Schoeffel, an agency veteran who most recently worked at 72andSunny, joined Meow Wolf in December as its first CMO, noting that the artists “have a very high bar for creativity, which is a living thing.”
The brief to Preacher was to “make Texas notice us,” Schoeffel said. “Creatively, we aim for revolution over evolution, but it’s always important to root back to who we are as a brand.”
The collaborative nature of the relationship was a given, she said: “We approach ideas as wet clay—we like to throw in. We seek out ways to double down on innovation and artistry and lore.”
After brainstorming sessions that involved spirited debate about tracksuit designs and a capella singing, the partners arrived at the “Come Find Yourselfs at the Mall” concept. It served as an umbrella “that easily expanded into channels well beyond advertising,” Schoeffel said, as Meow Wolf tries to broaden its reach and become a major player in arts and entertainment.
Several versions of the video from director JJ Adler—which feature Easter eggs like cameos by Plotzo the Rat and Meow Wolf founder-mascot Benji Geary—will air on TV, digital and social channels. A broader media buy will include mobile and out-of-home ads.
Mall walkers in the wild
Experiential marketing, which is closely intertwined with the Meow Wolf ethos, could potentially turn the campaign’s mall walkers into local celebrities. The exercisers, wearing the same matching neon track suits as seen in the video, have already started making appearances at high-traffic locations and events around the region.
For more on-the-ground hype, the partners have built a pop-up display at Grapevine Mills featuring a fake “intra-wellness” brand called Laërnu—hint: read it backward. The activation offers “A Whole Nü You” via sound baths with nonsense affirmations, digital and mirrored “reflection” stations, a claw machine and other curiosities.
