Mall Rats Halloween
Turning Hot Topic stores into the setting for a social-first sitcom, starting with Halloween, to reclaim the brand’s alt edge through original entertainment.
1.5M
Total views
3x
Engagement rate
16%+
Site Visits
111K+
Total engagements
Background
Hot Topic is an iconic US retailer rooted in alternative self-expression. We were tasked with reconnecting the brand to Gen Z through culture, humour and storytelling.
Challenge
Hot Topic needed to feel culturally relevant again; not like a retailer advertising on social, but a brand embedded in teen culture and conversation.
Solution
We created Mall Rats, Hot Topic’s first original IP: a Halloween sitcom co-written with creators, turning stores into sets and product into costume.
TLDR;
A creator-led sitcom, shot in malls, built for social and Gen Z.
