MYSTICAL IDEATION CENTER

My very first project at Mother involved the great migration of our office from one side of West Adams to the other. Rather than an unceremonious “pack up your shit and leave” email on the last day in the old pad, in typical Mother fashion we created a story for everyone to be a part of. LA is known as the land of crystals, juices, and holistic wellness gurus, so we decided to turn our “Office Moving” into an “Office Transcending,” weaving Mother lore into cult culture in a cool, creepy, but still HR-approved way. Our (unwilling) cult leader? The very kind, not at all cult-y, Paul Malmstrom.

emails:

Because company-wide emails often find their way into the unread inbox graveyard - we got people’s attention with an unfamiliar address, and progressively fan-girlier (or should we say “Manson-girlier”) copy.

propaganda:

Every successful cult has it, they just call it advertising.

The four elements of creativity:

Any woo-woo LA cult is defined by it’s pillars of truth; and by truth we mean our truth. Because our truth, is our narrative. Which informs the truth of the narrative of others around us. And in turn, vibes.

MORE SWAG:

The Nike Decades of our event. IFYKYK.

DAY OF:

The whole day went off without a hitch. Just kidding. Hitches are inevitable, you just hope your outfit doesn’t make your hitch look too big. We had a toilet piñata, a cacao ceremony, a chanting choir of zombie Christmas carolers, basically everything you could possibly want for your typical office event. Plus a big, beautiful speech. But you probably don’t want to read it. It’s kind of long and funny and weird and stuff. You’re busy I bet. Anyway I’ll just leave it here if you want to read it, no obligations though.