World of TMNT - Creative Direction
The Opportunity
Paramount needed to relaunch Teenage Mutant Ninja Turtles for a new era using New York Comic Con as a tentpole moment, while honoring every iteration of the franchise that came before it. The goal was to introduce a unifying brand system, announce a new cinematic short, and re-energize core fans without alienating new audiences. This was not a one-off launch, but the foundation for the franchise’s future.The Challenge
TMNT’s fanbase spans generations with vastly different media habits, all operating within an internet dominated by algorithmic, ad-driven platforms. Traditional campaign tactics felt noisy and disposable, and fans were increasingly skeptical of brand engagement that offered little in return. The challenge was not how to be louder, but how to create something fans genuinely wanted to spend time with.The Solution
We created World of TMNT, a modular digital hub designed as a collection of immersive rooms fans could explore and return to over time. The platform unified every era of TMNT through a single visual system, featured exclusive content and fan art, and hid easter eggs that unlocked the new cinematic short. To launch at NYCC, we paired the hub with NYC wheatpaste posters created with street artist Jappy Agoncillo and partnered with Olympic skateboarder Zion Wright to authentically connect the rebrand to contemporary youth culture.The Impact
The campaign hit core goals in under 24 hours, driven by organic sharing across Reddit and social platforms. Fans actively searched for hidden content and speculated about future updates, establishing the hub as a long-term platform for the franchise. The illustration and art direction were awarded Gold at the 2025 Society of Illustrators Awards in the ‘Advertising - Digital’ category.Explore the World of TMNT here.
