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Willie Nelson Shops His Way Around Omega Mart in Andreas Nilsson's 'Exceptional' Spot

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Biscuit director worked with Wieden+Kennedy Portland and Meow Wolf on the nostalgia inspired campaign

Willie Nelson Shops His Way Around Omega Mart in Andreas Nilsson's 'Exceptional' Spot

Omega Mart—soon to be known as ‘America’s Most Exceptional Supermarket’—is opening in Las Vegas’ experiential retail and entertainment complex, AREA15, on February 18th.

How do you advertise for a viscerally satisfying, psychedelic and totally unpredictable immersive art experience disguised as an anything-but-normal supermarket? You borrow the playbook for a local supermarket launch, and subvert it in every crazy way possible. 

To celebrate the grand opening of the nearly-spontaneous manifestation of this unusual grocery mart, Meow Wolf and Wieden+Kennedy teamed up to create content that hopefully leaves consumers with more questions than answers.

There is a grand opening commercial with a real celebrity spokesperson like Willie Nelson that is 100% legitimate. Directed by Andreas Nilsson (Biscuit). 

There are daily deals to lure customers, including some great deals great deals on orange drink, personalised bleach and more (directed by Mike Diva of W+K studios), plus penny saver coupons all over Instagram. 

There will be intriguing billboards all over Las Vegas, and a giant inflatable gorilla up just in time for the opening date.

This feels like a good time to mention tickets are currently on sale!

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CLIENT: Meow Wolf


ECDs: Eric Baldwin

Creative Directors: Matt Sorrell, Jason Kreher

Art Director: Robbie Rane

Copywriter: Alex Romans

Director of Production: Matt Hunnicutt

Executive Producer: Heather Hanrahan

Agency Producer: Katie McCain, Austin Shore

Associate Producer: Eunice Pang

Design Producer/Print Producer: Sarah Starr

Designer/Studio Specialist: Matt Blum

Strategic Planning: Rebecca Russell

Media/Comms Planning: Ryan Craven, Kallie Tenzeldam

Account Team: Katie Gurgainus, Nai Jin Gregory

Business Affairs: Connery Obeng

Broadcast Traffic: Billy Mucha


Production Company: Biscuit Filmworks

Director: Andreas Nilsson

Partner / Managing Director: Shawn Lacy

Executive Producer: Holly Vega

Producer: Jeff McDougall, Jill Sartore

Head of Production: Rachel Glaub, Sean Moody

Directory of Photography: Igor Jadue-Lillo

Production Designer: Ethan Tobman


Editorial Company: Joint

Editor: Steve Sprinkel

Assistant Editor: Kris Faris

Post Producer: Sarah Usmen

Post Executive Producer: Leslie Carthy

Director of Joint: Patty Brebner


VFX Company: Kevin

Creative Director/Partner: Tim Davies

2D Lead Artist: Robert Murdock

2D Artists: Steve Cokonis, Susanne Scharping, Tim Bird, Chris Sonia

Senior VFX Producer: Jami Schakel

VFX Producer: Andrew Cowderoy

VFX Executive Producer/Partner: Sue Troyan

Shoot Supervisor: Steven Tether


Company: a52 Color

Colourist: Daniel de Vue

Colour Assists: Corey Martinez, Dylan Bursick

Producer: Jenny Bright

Executive Producer: Thatcher Peterson


Company: Joint

Sound Design, Original Music, Mix: Noah Woodburn

Original Music, Sound Assist: Natalie Huizenga


Production Company: W+K Studios

Director: Mike Diva

Executive Producer: Jules Brown

Line Producer: David Brame

Director of Photography: Greg Schmitt

Production Design/Art Direction: Marta King


Editorial Company: Joint Editorial

Editor: Steve Sprinkel

Assistant Editor: Jasmine “Mac” McCullough, Andrea Seider

Post Producer: Sarah Usman

Post Executive Producer: Leslie Carthy

Director of Joint: Patty Brebner


VFX Company: Joint Editorial

Creative Director, 2D Lead Artist, 3D Lead Artist: Nick “Smearballs” DenBoer

3D Artists: Gavin Wright, Aidan Jung

Senior VFX Producer, VFX Coordinator, VFX Supervisor: Sarah Usman

VFX Executive Producer: Bugs Russell

Shoot Supervisor: Edward Lopez


Company: Joint Editorial

Colorist: Jasmine Vazquez


Company Name: Joint Editorial

Sound Designer: Noah Woodburn


Talent: Jan Eliot


Music/Sound/Mix Company: Joint Editorial

Audio Mixer/Sound Engineer: Noah Woodburn

Executive Producer: Leslie Carthy

Genres: Comedy, People, Dialogue

Categories: Supermarkets, Retail and Restaurants

Biscuit UK, Wed, 03 Feb 2021 15:27:04 GMT