Warner Bros. 100th Anniversary: ACME Fools

2X Clio Entertainment (2023)

Silver – Original Content: Creative Content

Silver – Social Media Campaign: Use of Influencer | Talent

OMMA Awards (2023)

Winner – Best Use of Video on Social Platforms

Client: Warner Bros. Discovery

Role: Associate Creative Director

Agency: Movement Strategy

To commemorate Warner Bros.' 100th anniversary, our task was to unite the vast portfolio of WB’s century of entertainment in a singular, splashy, and truly celebrational moment that highlighted Looney Tunes as its enduring face, as they had been over many generations of TV and film.

Motion Graphic Credit: Chermayeff & Geismer & Haviv

So, we transformed April Fools' Day into "ACME Fools," where the Looney Tunes cast parodied the iconic legacy of WB.

April Fools' Day is saturated with brand pranks, making it challenging to stand out, and at worst, be the focus of the collective internet's eye-roll.

Rather than leaning into the same prank culture that audiences already expect, we aimed to create an authentic and joyful experience that celebrated Warner Bros.' centennial in earnest.

Our creative approach was delightfully simple:

We took the most iconic clips from WB’s catalog, from The Matrix to Mortal Kombat to The Notebook all the way to Casablanca. 23 properties in total.

We then scripted them for Emmy-winning voice actor Eric Bauza (voice of Bugs Bunny and many of your other favorite animated characters) and Chandni Parekh (voice of Lola Bunny) to re-read the same clips’ lines in Looney Tunes voices.

Eric Bauza

Chandni Parekh

Lastly, we dubbed our newly recorded audio onto the legacy videos to create a blitz of content the world was not expecting at all.

The ACME Fools mashup videos were deployed over a 12-hour social media takeover on April 1st. Every 30 minutes, a new parody clip was dropped.

To ensure maximum reach, we linked arms with other franchises in the WB ecosystem to co-author posting whenever possible.

The internet's response was overwhelmingly positive, with press pickups and fans shouting for more.

We had hit our mark to make Looney Tunes the party starter for WB’s 100th Anniversary celebration, and delivered a swell of pretty numbers to show for it.

50K+ new followers

8M+ views

500K+ total engagements

ACME Fools has since been green-lit to become a staple event for WB annually, setting the bar for how a legacy brand can create new content and conversation on social.

With the groundwork laid by Space Jam, Looney Tunes was a natural fit to enter the world of athletics.

We just needed a fresh way to bring our existing audience in, while expanding our reach and appeal with sports fans.
With their own rich history of gravity-defying gags and acrobatic nonsense, the Looney Tunes would debut their own high-intensity training methods, served with full Nike-esque seriousness.

ACME Bootcamp. Train like a Tune.
We teamed up with Olympians and elite athletes to show off ACME Bootcamp,the world’s most Looney workout routine.
Sky Brown
Olympic medalist Skateboarder and Surfer
Teaser posters introduced the campaign to the world, evoking a familiar poster fans would surely recognize.
#TeamLooneyTunes Audio
The ACME Bootcamp focused on “5 Key Areas of Fitness:”

Strength

Agility

Speed

Balance

Flexibility

These areas were relayed to our audience with an announcement video, the audio crafted specifically to boost reach via Warner Bros. partner handles.

To get fans in on the action, we created the official ACME Bootcamp Filter for TikTok.

Our 5 Key Areas of fitness became minigames that users could compete and share their high scores on.

Finally, on April 1st, we released four hero spots starring our world-class athlete partners.

Fans at last could witness what a Looney Tunes workout really looked like, and it was just as chaotic as you might expect.
For the 2024 Paris Summer Olympics, Warner Bros. announced an official licensing partnership with the IOC.

From the very top, this meant steering all brands and properties in their orbit to shift focus to the upcoming games.
Our hat trick for 2025’s ACME Fools entailed crafting an entirely new episode of Looney Tunes from scratch.

Our goal this year was to produce a purely digital activation that could rope in the multitudes of WB partners, and promote urgent priorities around the organization (for example, HBO Max’s The White Lotus, which was nearing its S3 finale) through a format that felt uniquely looney.
Leading up to the livestream, we teased the exclusive live event with “BTS images” and a video parodying the infamous-but-now-beloved Nicole Kidman AMC spot.
(Think Weekend Update, but with Bugs Bunny!)
With original animation, dozens of script pages, and multiple voices brought to life with voiceover legend Eric Bauza (the official voice of the Looney Tunes), we finally went live on Instagram and TikTok.

Simultaneously, we jumped into the trenches of the comments sections, engaging fans.
Thus, Looney Tunes: LIVE with Bugs Bunny.

With his legendary wit and charisma, Bugs would take the stage livestream, and turn it into the ultimate experience in social programming.
We scripted Looney Tunes: LIVE to make the program feel rich and immersive to the talk show format – complete with interstitials, call breaking news flashes, “ads” for in-world ACME products, and of course, room for actual theatrical and product promos.

In true ACME fashion, the livestream would be designed to show how awry things can go on a Looney Tunes livestream.
The overwhelming response from fans showcased the enduring love for the Looney Tunes franchise.
By the numbers, the Looney Tunes LIVE campaign was a clear win for our team, and the WBD partner brands we supported:
1.8M impressions
225K engagements
9.6K average concurrent viewership
100% net positive sentiment