A giant computer, operated by the audience.

Introducing characters to those who have no patience for introductions.

Launching new characters for the Cartoon Network audience requires more than just an ad. Kids don't watch a launch: they play with it, or they walk away. The format needed to convert attention into participation within the first few seconds.

The audience became the control panel.

In partnership with the agency New Style and Visual Farm, we created an interactive installation featuring a giant computer, operated by the audience in real time. Those watching became the ones triggering the machine, and the launch stopped being something displayed and became something created collectively.

The scale of the object is an invitation: a computer the size of a stage set begs to be operated, not just observed.