Mall Together Now

A holiday campaign where the power of good transforms an abandoned space into a winter wonderland.

Abandoned malls are often left doomed to a life of smashed glass and slow atrophy. Milwaukee’s Northridge Mall had been closed since 2003. But thanks to a team effort from HELO and YouTube personality, Casey Neistat, the abandoned space was transformed into a winter wonderland — complete with a gingerbread house, ice skating rink, a sledding hill, snowboarders performing tricks down an escalator… and Neistat himself dressed as Santa.

Welcoming 100 children from the Boys and Girls Clubs of Greater Milwaukee into a magical space, HELO worked alongside the kids on a holiday video documenting their wonderful winter playground. The festive experience was then showcased on Neistat's YouTube channel, garnering millions of views.