SM Supermalls Holiday Campaigns

SM Supermalls has its own team, and that team owns the brief and the creative direction. UNCRTN is the creative execution partner: we take their direction and turn it into finished work.

SM Supermalls starts its holiday programming early: branches launch in October and run campaigns until the end of the year. Every branch needed its visuals ready well ahead of the season, and each brought a different need.

• Seaside City Cebu needed a centerpiece simulated before build, plus a key visual for the season.
• Puerto Princesa needed a simulation of its whole mall atrium for the holidays.
• J Mall needed a key visual for its holiday concept.

Working from the client’s briefs, we treated the season as one program and scoped each branch on its own. Three branches with different needs did not need three separate projects, so the work ran as one plan with one timeline.

• Read the brief per branch. Each branch’s concept, theme and deadline came from the client and were clear before any visual work started.
• Give each concept its own look. The client’s holiday themes for Seaside City and J Mall are different, so each was executed in a visual language of its own.
• Simulate before build. Where a physical installation was involved, we rendered it first so the result could be seen before anything was built.
• Deliver on the season’s early start. Outputs were ready for the October launches, ahead of campaigns that run until the end of the year.

The largest scope of the three: a simulated holiday centerpiece and the season’s key visual. The centerpiece was modeled and rendered before build, so the design was settled on screen first. The finished installation carries the “Happy Holidays 2026” mark.

Puerto Princesa’s scope was a simulation of its whole mall atrium, delivered in time for the October launch.

J Mall’s scope was a single, focused key visual for its holiday concept, Kitsune’s Christmas Grove.

UNCRTN covered a full holiday season for SM Supermalls across three branches, with three different scopes, on the client’s early-start schedule. The work was front-loaded to meet the October launches, while the campaigns themselves run until the end of 2026.

• Range in one season. A centerpiece simulation, a second simulation and two key visuals, delivered together.
• Simulation proved useful before build. Seaside City’s centerpiece can be compared directly with its installed result.