Look up! What’s that happening at the Standard Hotel? A choreographic musical number? A light show? A branded event masquerading as a psychedelic, multi-media happening? YES! YES! And, Oh YES!

To combat the spread of a controversial natural gas-extraction process called hydraulic fracturing (a.k.a. fracking), Mother’s Michael Ian Kaye has made some viral matchbooks.

When Virgin Mobile looked to create an ‘insane’ new campaign about its unlimited data plan, they looked to the mentalists at Mother for help.