Simon Malls
As shopping shifted online, Simon needed to give people a reason to return to the mall. SuperBloom tapped into shared Millennial and Gen Z nostalgia to create Meet Me @ The Mall, a music-driven campaign that reframed the mall as the place for connection, culture, and community.
Directed and choreographed by Creative Collective member Matty Peacock (Director/Choreographer for Billie Eilish, Selena Gomez), the music video reimagines Simple Minds' "Don't You (Forget About Me)" to introduce Simon Malls to a new generation.
We transformed a Simon mall into a full production environment, creating broadcast, digital and social content including a full holiday campaign.
The shift to e-commerce created a perception gap for Simon Malls: while Millennials see malls as a nostalgic "third place," Gen Z often deems it irrelevant. The challenge was to reposition it as a modern destination for Gen Z without alienating the core audience.
By bringing together multigenerational creators, including Alejandro Rosario, the Pitman Sisters, Gym Tan, Mya Miller, Preshous Jordan and Dan Pelosi, the campaign invited audiences to experience the mall together through their beloved internet personalities.
Millennial moms and Gen Z shoppers shared an unexpected 90s obsession—nostalgic for one, a discovery for the other. This overlap offered a rare chance to bridge generations and revitalize the mall by tapping into that shared cultural language.
Our all-media production strategy allowed us to capture a full content library in one shoot, including hero videos, social content, and stills shot by Creative Collective member and photographer Cully Wright.
Instead of a traditional retail campaign, we partnered with our Creative Collective to make something culturally impactful. Our hero music video reimagined the 90s anthem "Don't You (Forget About Me)" for a new generation, turning the mall into a stage for participatory entertainment for Gen Z and Millennials alike.
A CORE MULTIGENERATIONAL INSIGHT
Real memories and nostalgia for an era they never lived through helped us connect with both audiences.
CREATORS BEHIND + IN-FRONT OF CAMERA
Mall-loving creators brought different perspectives and engaged communities.
A TRACK EVERYONE CAN AGREE ON
Strategic song selection bridged Millennial nostalgia and Gen Z appeal, with an ownable lyrical twist.
PRODUCTION DESIGNED FOR ALL MEDIA
Our all-media production strategy delivered a motion and stills library, holiday campaign, hero films, and creator content.
