SM Supermalls
Three malls, three SM Supermalls campaigns. SM Supermalls is one of the Philippines’ largest mall operators, with a nationwide network of malls that serve as central gathering places for shopping, leisure, and community life.
INDUSTRY
Retail/Malls
OUR ROLE
Creative Agency
TIMELINE
2022-2025
THE CHALLENGE
Since 2022, SM malls in Cebu and Bacolod have brought Wolfpack in for separate campaigns, each built around a specific moment: a new campaign line, a new block opening and a Sky Park attraction.
OUTCOME
SM Supermalls campaigns that gave each mall its moment, from J Mall’s haiku ads and billboards to North Block’s launch in Bacolod and SM Wonderland at Seaside.
SM J Mall
Cebu · Copywriting, Key Visuals, Billboards · 2024-2025
A Haiku for Every Visit
The brief: write in haiku. “SMthing Just For You” grew from the letters SM J, and each verse captures a part of the visit (malling, leisure, shopping, dining) in the mall’s Japandi calm.
Metro Cebu’s Premier Go-To
In 2025, the campaign moved outdoors, with billboards placing J Mall at the heart of Mandaue in key spots across Metro Cebu, including Lahug.
SM City Bacolod: North Block
Bacolod · Campaign Visuals, Key Visuals · 2025
Opening North Block
To launch North Block, a new destination for fresh dining and wellness, we built a bold, playful visual system of confetti shapes and bright color that shifts from youthful to refined across the campaign.
SM Seaside City Cebu: SM Wonderland
Cebu · Design, Art Direction, Key Visual · 2022
An everyday fun outing
For SM Wonderland at the Sky Park of Cebu’s biggest mall, we created a colorful, illustrated world that made it an everyday fun outing, from the key visual to the entrance itself.
