RICK AND MORTY: WORMAGEDDON

CLIENT: WARNER BROS. DISCOVERY
ROLE: ART DIRECTOR
AGENCY: MOVEMENT STRATEGY

CASE STUDY
Colorful cartoon sculptures of a woman with glasses, surrounded by various animated characters, outside a brightly lit building.
Animated character resembling Rick from Rick and Morty standing in a foggy forest with large trees in the background, holding a flask.

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 for its scale, fan engagement, and innovative blend of the digital and physical realms.

AWARDS

  • Shortlist – Social Media: Fan Engagement

  • Gold – Organic Promotion

    Silver – Event & Experiential

    Finalist – Real-Time Response

  • Finalist – Best Organic Marketing Campaign

  • Winner – Contest/Promotion/Sweepstakes

  • Bronze – Organic Use of Social to Promote a Program or Series

  • Shortlist – Social Media: Active Engagement

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.

The Stunt

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.

Text on a space-themed background promoting the TV show 'Rick and Morty' Wormageddon episode. The text mentions space worms, battle sites, and clues for a game. The show title is at the top with a galaxy background.

100K+

fans descended

upon 14 installations

RESULTS

33.69M

total social video views, and

725K

website visitS

+4M

engagements

gained 1.5B

media impressions within

two weeks

leading to S6 premierE

Colorful outdoor sculpture of abstract creatures with exaggerated features and bright colors, situated on a paved area surrounded by trees and buildings.
A large colorful sculpture with a car as part of a fantastical creature, surrounded by three animated characters in front of a modern glass building.
A man standing on a wooden balcony with red and blue walls, holding a pink ice cream cone, next to a large cartoon statue of Rick Sanchez from 'Rick and Morty' and a green alien creature with multiple eyes and small horns.
A smiling man holding a golden sun head sculpture, standing outdoors with a hillside in the background. Behind him, three cartoon sculptures are displayed on a platform, one of a character sitting on a toilet reading a newspaper, another with spiky h
An inflatables sculpture of a green and blue caterpillar with black claws, with a cartoonish villain character with gray skin, brown hair, and fur collar jumping from its head.
A man standing next to a Dutch windmill holding a pineapple-shaped trophy, with garden plants and a white fence nearby, and a blue sky in the background.
A smiling man with glasses holding a shiny gold skull with a sunburst design, standing in front of an arcade game crane machine with a cartoon character inside.
A young man smiling and holding a golden sculpture in a gallery with colorful, cartoon-like sculptures behind him.
A sculpture of Rick Sanchez from Rick and Morty sitting on a throne, reading a newspaper titled 'Wormageddon' with a large green alien worm coiled around him, set outdoors with scenic hills and the ocean in the background.
Colorful sculptures of animated characters on display outside a building decorated with yellow lights and arches.
A man standing next to a large statue of Rick from the animated show Rick and Morty, holding an ice cream cone, on a blue and red building background, with him also holding a golden Rick and Morty trophy.
A man holding a shiny gold sculpture of a face with spiky hair, standing on a balcony overlooking a crowded beach with umbrellas, buildings, and mountains in the background under a clear blue sky.
A colorful sculpture of a large, green caterpillar with many segments and a smiling face, displayed on a wall inside a room. The caterpillar has black spots, white wings with blue spots, and other decorative features. There is a small cartoon charact

Wormageddon Recap