Teenage Mutant Ninja Turtles: Mutant Mayhem Experience

The Brief: 

The strategic objective was to bridge legacy fandom with a new generation of viewers through an interactive, multi-sensory physical environment that drove opening-weekend movie engagement and ticket sales. 

Creative Leadership & Strategic Process: 

Narrative Design & Spatial Storytelling: 

Designed a 360-degree environmental narrative that transported guests into an underground NYC sewer lair. Designed a multi-zone spatial journey—beginning with an "oozing" entrance tunnel that set the tone and led into distinct, character-driven training environments. 

Interactive & Environmental Concept Development: 

Directed the concept design for custom interactive touchpoints across all four turtle zones (e.g., tactile punching-bag mechanics for Raphael’s Rage Room). Translated character personalities into rich environmental storytelling using bespoke props, scenic fabrication, lighting, and ambient sound design. 

High-Impact Spatial Moments & Retail Integration: 

Designed the experience climax featuring an interactive battle zone with the film’s villain, a detailed replica of the iconic Sewer Lair for fan photo-ops, and an exclusive "Sewer Shop" retail activation to drive real-time merchandise engagement. 

Cross-Functional Execution & Vendor Oversight: 

Led multi-disciplinary creative and fabrication teams across two coasts (NYC & LA). Oversaw spatial layouts, scenic build quality, and interactive testing to ensure both locations maintained identical high-craft visual standards under tight 10-day live operational windows. 

Measurable Cultural & Audience Impact: 

Delivered a breakthrough physical experience that attracted 35,013 total attendees over 10 days, generating massive organic social sharing, press coverage, and consumer excitement for the film’s theatrical release.