W+K and Deepfake Willie Nelson Hype Omega Mart, a Mind-Bending Las Vegas Attraction

If you enjoy your tourist attractions in the form of dystopian supermarkets, then you should book your tickets now to visit Omega Mart, aka “America’s Most Exceptional Supermarket,” which opens in Las Vegas on Feb. 18.

Omega Mart is the second permanent art installation/entertainment destination built by Meow Wolf, an art collective that also created the House of Eternal Return in Santa Fe, New Mexico, a few years back. Nobody really knows what to expect from Omega Mart—yet. But this page on Meow Wolf’s site gives you an idea of the kinds of games, art experiences and other diversions to expect.

So, how do you advertise this hodgepodge of WTF? You bring in Wieden + Kennedy, the agency known for its own regular bouts of inspired weirdness, to create some wacky content of their own. And because it’s all set against the consumerist background of a supermarket theme, W+K parodies a lot of retro grocery-shopper tropes in its collection of absurdist launch materials.

Let’s begin with the traditional grand-opening commercial, directed by Andreas Nilsson, which is anything but traditional—as you’ll gather from the appearance of a deepfake Willie Nelson as pitchman.

Other videos feature product supposedly on sale at Omega Mart. The most curious among these is the Romantic Dinner In A Can, which features exactly that … in the shape of a gelatinous cylinder.

Also, if you’re looking for orange drink or personalized bleach (seemingly an amusing jab at Coca-Cola), Omega Mart has those, too. These supporting videos were directed by Mike Diva.

Omega Mart doesn’t get everything right, though. Check out the PSA below, warning customers who have purchased lemons which are not actually lemons. Be sure to call the number, too, for proper disposal instructions of the not-lemons.

In an email to Muse, W+K creative directors Jason Kreher and Matt Sorrell said this about the project: “Meow Wolf is a bunch of artists who have seen the future, so we were thrilled and humbled to be asked along for the ride. We got deep in the mud with them early as they were developing their Vegas experience and saw firsthand how they are able to collaborate with so many disparate types of artists, but still maintain a singular artistic voice. It was inspiring and frankly changed the way we work here at W+K. These guys are expert storytellers and world builders, so our sole job as their creative partner is to invite as many people as possible to come see what it’s like to have your mind bent.”

Below, check out a few more creative assets. We’re told we can expect intriguing billboards around Las Vegas and a giant inflatable gorilla in time for the opening date.

CREDITS

CLIENT: Meow Wolf 

W+K PORTLAND
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

LAUNCH PRODUCTION
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

LAUNCH EDITORIAL
Editorial Company: Joint 
Editor: Steve Sprinkel
Assistant Editor: Kris Faris
Post Producer: Sarah Usmen
Post Executive Producer: Leslie Carthy 
Director of Joint: Patty Brebner

LAUNCH VFX
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

LAUNCH COLOR
Company: a52 Color
Colorist: Daniel de Vue
Color Assists: Corey Martinez, Dylan Bursick
Producer: Jenny Bright
Executive Producer: Thatcher Peterson

LAUNCH AUDIO
Company: Joint
Sound Design, Original Music, Mix: Noah Woodburn
Original Music, Sound Assist: Natalie Huizenga

WEEKLY SPECIALS PRODUCTION
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

WEEKLY SPECIALS EDITORIAL
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

WEEKLY SPECIALS VFX
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

WEEKLY SPECIALS COLOR
Company: Joint Editorial
Colorist: Jasmine Vazquez

WEEKLY SPECIALS SOUND DESIGN
Company Name: Joint Editorial
Sound Designer: Noah Woodburn

WEEKLY SPECIALS VO
Talent: Jan Eliot

WEEKLY SPECIALS MIX
Music/Sound/Mix Company: Joint Editorial
Audio Mixer/Sound Engineer: Noah Woodburn
Executive Producer: Leslie Carthy