SM Wonderland 2026

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.

The theme, the attraction list and the campaign copy came from Seaside. UNCRTN took that direction and designed and produced the visual world that carries it, from the characters down to the mall’s signage.

• Characters. Skyler, Ruby and Dindi, developed from a single starting character, with 3D character models.
• Installations. More than five installations across the atrium, the Tower Garden and The Skypark, designed with 3D visualizations.
• Key visual and graphics. The SM Wonderland key visual and the campaign graphics used across the mall.
• Film. A video edit built on a drone shot of the mall facade, with the characters placed on top of the building.

The project began with one character, Skyler the cat. UNCRTN then developed Ruby the rabbit and Dindi the dog to join Skyler, and helped name all three. Wonderland is a story about three friends who never go anywhere alone, so at every photo spot the trio stands together, and every picture a family takes has the whole cast in it.

• Skyler opens the door. The curious cat with a camera around the neck: “I’m Skyler. Let’s max out the fun!”
• Ruby points the way. The rabbit leads visitors up among the clouds and reminds them to take a gentle break.
• Dindi turns the day into play. The pup in the blue beanie, all the way to the mini golf on The Skypark.
• One family. The same blue overalls, a cap or beanie with the SM mark, and a name tag on each, so visitors can greet them by name.

All three were built as 3D models with front, back and side turnarounds, so the same characters could appear as flat cutouts and as a giant figure without changing.

Follow the trio through the mall. Every stop is a place to pose and every stop has all three characters, wrapped in the same rainbow, flowers and sunburst stripes, so the mall reads as one world.

In the Mountain Wing Atrium: a giant seated Skyler with lit “Let’s max out the fun!” lettering, a pond with koi and lily pads set into the grass, glowing tulips and cattails, and a large two-part screen, one side showing the water and the other carrying the key visual with all three characters.

A rainbow arch under the SM Wonderland title, with the three characters peeking out of clouds and Skyler’s welcome on the pillars.

On The Skypark: an open-air rainbow arch on a lawn, with cloud cutouts and the characters on either side, and Ruby inviting visitors to play among the clouds.

In the Tower Garden: a bench set inside the artwork, with Skyler peeking over the back, Dindi and Ruby on either side and a note to take a gentle break.

A large neon-framed wall that says “Smile! You’re in SM Wonderland”, with the whole trio under the rainbow and the mall behind them.

The fourth attraction in the brief, built around Dindi on Artwalk 3, The Skypark.

The promotional video opens on a drone shot of the SM Seaside City facade. UNCRTN edited the footage and placed the SM Wonderland title and the three characters on top of the building, so the mall itself becomes the stage. The closing line reads “Max out the fun this summer.”

SM Seaside City Cebu opened SM Wonderland on April 8 as a full takeover, the biggest project UNCRTN has delivered so far.

• One world across the mall. The same rainbow, flowers, stripes and trio tie the atrium, the Tower Garden and The Skypark together.
• A cast built to last. Three characters with 3D models and turnarounds, ready for cutouts, giant figures, graphics and film.
• Seen before it was built. The installations were designed with 3D visualizations first.