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WHAT
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.
WHO
CCO: Ash Chagla
CD: Nicolas Garcia
Senior Art Director: Me
Senior Copywriter: Isha Sharma
CGI: Kingdom of Something
Production: Enigma
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.
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