Plot Twist Creativity Launches “Wonder Awaits You” Integrated Campaign for The Witte Museum

At Plot Twist Creativity, we recently completed a campaign for The Witte Museum in San Antonio.  One can say that this museum is an institution in every sense of the word as Texans from throughout the state have fond memories of school field trips and family outings spent there. But, like so many venerable museums, the Witte has to contend with a “been there, done that” attitude among its core audience of San Antonio families, despite a recent multi-million-dollar expansion and renovation.

The opportunity came to us through Cory Basso, a former client at H-E-B, with whom we worked together with for over 17 years. We jumped at the chance to work with him on the campaign.

When, the museum asked us to re-invigorate their image and brand and to give new meaning to “The Wonders of the Witte,” our team created the “Wonder Awaits You” campaign on a pro-bono basis, which gave a fresh new attitude to the museum. The clients’ reaction: “Finally, somebody gets us!” The subsequent campaign, which began as audio and is currently rolling out as TV and social, has increased post-COVID traffic by 154%.








Witte “Exited Dad”


Plot Twist Creativity
Principal and Chief Creative Officer Chris Smith
Associate Creative Director/Art Director Kevin Reid
Senior Writer Rachel Dawer
Senior Art Director Sonia Amin
Director of Production Kim Alexander
Principal Brand Management Michael Nortman
Account Executive Sarah Sims
Principal Strategy Matt Butcher

Video production company: Sugar Films
Director: Chris Smith (not the same one as the agency Chris Smith)
Executive Producer: Tony Miglini
Line Producer: Michell Isbell
First Assistant Director: Darrin Isbell
Editorial: Recess Editorial
Editor: Jason Payne
Flame artist: John Fegan
Motion graphics: Jeff Vick
Color correction: Matt McClain, Thrive
Audio Production Company: Charlie Uniform Tango
Audio Engineer: Jake Kluge

About the author

Plot Twist Creativity

Sometimes, just when you think you know how a story is going to turn out, something unexpected comes along that throws that story in a new, exciting, unforeseen direction. That’s when stories become legends. We call that moment a plot twist.

That’s the origin story of Plot Twist Creativity – an agency formed by industry veterans who came to an unexpected fork in the road and decided to forge their own path.

Plot Twist is dedicated to telling brand stories in new and unexpected ways, to finding key insights that intrigue and engage consumers and lead to thrilling outcomes. In short, we exist to make brands the heroes in the hearts and minds of people.