RICK AND MORTY: WORMAGEDDON
How do you launch a new season by taking over the physical world? For the "Global Wormageddon" campaign, I served as an Art Director on an award-winning, multi-continent immersive treasure hunt that bridged the gap between digital storytelling and massive physical activations. From the initial concepting to the global execution of 14 custom-built "scenes" hidden across seven countries, I helped lead the visual strategy that turned a season premiere into a global cultural event. This campaign didn't just break the internet—it earned multiple industry accolades [mention specific awards like Clios or Cannes Lions if applicable] for its scale, fan engagement, and innovative blend of the digital and physical realms.
CLIENT: WARNER BROS. DISCOVERY
ROLE: ART DIRECTOR
AGENCY: MOVEMENT STRATEGY
AWARDS
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Shortlist – Social Media: Fan Engagement
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Gold – Organic Promotion
Silver – Event & Experiential
Finalist – Real-Time Response
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Finalist – Best Organic Marketing Campaign
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Winner – Contest/Promotion/Sweepstakes
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Bronze – Organic Use of Social to Promote a Program or Series
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Shortlist – Social Media: Active Engagement
The Stunt
100,000+
fans descended
upon 14 installations
RESULTS
33.69M
total social video views, and
725K
website visitS
Our social
storytelling / scavenger
hunt collectively gained
+4M
engagements
gained 1.5B
media impressions within
two weeks
leading to S6 premierE
I’m incredibly proud of our team for pulling off one of Adult Swim’s most ambitious activations: a global Rick and Morty treasure hunt.
Life-sized installations were placed across the world, some in iconic plazas, others hidden in row houses or tucked along remote beaches. These weren’t easy-to-spot landmarks; they were deliberately difficult locations, like Wormageddon HQ. The margin for error was razor thin. A single typo in the coordinates could have sent fans not just to the wrong building, but to the wrong county. It was a test of precision unlike any we had faced before.
Despite the challenges, our team delivered flawlessly. Every location was correct, and fans journeyed across continents to uncover the builds, hiking mountains, wandering city streets, and even attending football matches along the way. Over 81 videos were released, each packed with clues that kept the hunt alive and drove global engagement.
In the end, the effort was a resounding success: Rick and Morty fans and press around the world buzzed as the show transformed into a full-scale, real-world treasure hunt.
Wormageddon Recap