Case Study: Restoring a Legacy Through Immersive Storytelling – The Mount Experience

Challenge: Rodney Hawkins, a journalist and filmmaker, sought to expand the impact of his compelling CNN series, The Mount Experience. The series chronicled his journey to restore the overgrown Old Mount Gillion Cemetery in East Texas, uncovering not just the history of the site, but also the buried stories of his family and community. Hawkins aimed to transform this powerful narrative into an immersive, co-sponsored experience that would honor his heritage and engage a wider audience.

Approach: We pitched Hawkins' inspiring story to a range of stakeholders and potential sponsors, ultimately securing both financial and technological backing. Samsung signed on as the official sponsor for all devices used in the exhibit, while the AT&T Discovery District sponsored the location. This collaboration gave birth to an immersive visual and VR exhibition, which was featured as the AT&T Discovery District's key attraction for the first quarter of the year. The exhibition ran from Martin Luther King Day to the end of Black History Month, celebrating both the historic restoration of the cemetery and its cultural significance.

To maximize visibility and engagement, we kicked off the exhibit with a high-profile opening event attended by over 300 people. In February, we hosted “Girl Scouts Day at the AT&T Discovery District,” providing an opportunity for Girl Scout troops across North Texas to visit the exhibition, meet Rodney Hawkins, and participate in activities designed to help them earn the Black History Month patch.

Results: The collaboration proved to be a resounding success, driving impressive results for both the AT&T Discovery District and the exhibition:

• 28% year-over-year increase in foot traffic to AT&T Discovery District vendors, reflecting heightened interest and engagement with the exhibit.

• 14+ DFW publications featured the exhibit, helping to amplify its impact and reach a broad audience.

• Voted one of the top things to do in Dallas for Black History Month, cementing The Mount Experience as a must-see event in the city’s cultural calendar.

In addition to the immediate success of the exhibition, the initiative garnered widespread media attention, furthering its mission to raise awareness of the importance of preserving Black history and cemeteries across the country.

The Power of the Experience: The exhibition, which incorporated photography, augmented reality, audio recordings, and visual installations by Black Dallas artists, allowed visitors to engage deeply with the history of Old Mount Gillion Cemetery and the Hawkins family’s legacy. Hawkins’ personal connection to the restoration of the cemetery—documented through his CBS Mornings series—was brought to life in a compelling, multi-sensory format.

Through the collaboration between Hawkins, Samsung, AT&T, and local artists, The Mount Experience has not only preserved a vital piece of history but also sparked important conversations about heritage, legacy, and the transformative power of storytelling.