Meow Wolf, NMDOH team up for vaccination video

Adrian Gomez, Albuquerque Journal, N.M.
·2 min read

May 4—Meow Wolf enjoys a creative collaboration.

The Santa Fe-based arts collective has teamed up with the New Mexico Department of Health and ReelTime Solutions for a 90-second promotional video encouraging New Mexicans ages 16-30 to register and self-schedule a COVID-19 vaccination.

"Meow Wolf jumped at the opportunity to partner with the New Mexico Department of Health to connect with our audience creatively on this important and relevant message," says Ali Rubinstein, Chief Creative Officer and Co-CEO of Meow Wolf, in a statement. "We look forward to the full return to the experiences we have been missing and getting vaccinated is the best way to take us there."

The video is inspired by TikTok and how the pandemic has shifted so much of life online.

The message is simple — there is a longing to reconnect with family and friends in real life and a screen is no longer an acceptable substitute.

The spot features a young New Mexican woman who is inspired to look into vaccination options after scrolling through her social feed and relating to the funny, strange, and hopeful posts about returning to a normal life. Her decision is made after a text from her grandmother, relaying how much she misses their time together.

The spot ends on Meow Wolf's iconic Robot Heart sculpture which illuminates in the background, its green heartbeat reminding us of the possibilities of life post-vaccine.

According to the state, New Mexico residents 16 and up are eligible to be vaccinated and this week, those students are given priority for making appointments via the state's registration system at

"DOH is grateful to Meow Wolf and all of our community partners for their continuing vaccination outreach efforts," said DOH Cabinet Secretary Dr. Tracie Collins, in a statement. "This pandemic has affected us all, and it will take all of us to get to the other side. Thanks to organizations like Meow Wolf, we're well on our way."

On April 28, Gov. Michelle Lujan Grisham declared that New Mexico is "conquering COVID" and on track to fully reopen in nine weeks — success made possible, she said, by the state's high vaccination rate.