The Mount Experience — Culture Hype

THE OPPORTUNITY

As efforts to restore Black cemeteries and burial sites increase across the country, Rodney Hawkins — a DFW native, third-generation Texan, and founder of Tiny Hawk Productions— leveraged this movement to create a pathway to ancestral discovery with the restoration of the Old Mount Gillion Cemetery in Nacogdoches, Texas. The cemetery’s rebirth, which Hawkins coined “The Mount,” serves as the foundation for a new immersive experience that made its debut in Dallas in partnership with AT&T Discovery District.

Through a combination of photography, augmented reality, audio recordings and visual installations, The Mount Experience exhibition is the product of a year-long renewal of Old Mount Gillion, all led by Hawkins and his family. By transforming the sprawling lobby of AT&T Headquarters into the piney woods of East Texas, guests were transported to the grounds of the historic centuries-old cemetery. From the realistic entrance, powered by Samsung, to the intricate details of every tombstone, attendees gained an immersive interaction with Old Mount Gillion Cemetery.

As a visually appealing exhibit, CultureHype wanted to draw in attendees while illuminating Hawkins’ unique family ancestry. This was an immersive experience meant to disrupt the DFW area, and CultureHype intended to make The Mount Experience one to be remembered.

THE DEVELOPMENT

When the exhibition initially launched, CultureHype was thrilled to gather key press and influencers to celebrate its debut. This was a unique experience paired with historical significance, which CultureHype wanted to capitalize on. Combining these features, CultureHype prioritized the message behind the exhibition itself while creating event listings, roundup inclusions, and social media buzz. As the exhibition remained on display, we found several attendees who shared similar experiences to Hawkins’ family. Our goal was to draw on these personal and relatable stories to illustrate Hawkins’ initial goal.

THE RESULTS

The Mount Experience created a buzz amongst the DFW community. Not only did it attract many attendees, but it opened a conversation and awareness of African American heritage and lost history. During this time, CultureHype successfully positioned The Mount Experience in the media which resulted in multiple feature stories and roundups that brought awareness and told the story of the exhibition.

NOTEWORTHY PRESS CLIPS

NBC5 - North Texan’s Search for Ancestry Leads to Partnership to Inspire Others

D Magazine - A Family’s East Texas Ancestry Was Brought to Life in the AT&T Discovery District

Dallas Innovates - The Last Word: Rodney Hawkins on the History Behind ‘The Mount Experience’ Visual and VR Exhibition at AT&T’s HQ

NBC5 - Owner of Dallas Production Firm Discovers Historic Family Ties to East Texas

KERA - A Dallas family restored an ancestral cemetery. The story’s on display on AT&T’s big screens

The Dallas Morning News - Celebrate Black History Month across Dallas-Fort Worth

NBC5 - Dallas Exhibit Tells Story of a Family’s History Buried in an East Texas Cemetery

Patron Magazine - Discover the History Under The Mound

D Magazine - How to Celebrate Black History Month in North Texas This February