Looney Tunes ACME Fools Campaigns
April 2023 – April 2025
Agency: Movement Strategy
Who better to deploy an annual social stunt than the ultimate cartoon tricksters?
Warner Bros. wanted to leverage the Looney Tunes legacy to create an annual April event that could be reimagined for tentpole studio activations and brand priorities.
Transform April Fools into ACME Fools
The Idea
For three years, we developed an ownable social event designed to support wider Warner Bros. goals and dive into cultural conversations in unexpected ways by harnessing the signature Looney humor and chaos.
2023: WB 100th Anniversary
It all began in 2023, the 100th anniversary of Warner Bros.
They needed the Tunes to break containment with an explosive celebration of their most iconic franchises.
We started by carefully curating beloved TV and movie titles from across the WB catalogue.
…to name a few.
After identifying iconic scenes that would suit the Tunes, we recorded with our incredible voice talent and dubbed every scene to create a chaotic Tune takeover the likes of which the world has never seen.
On April Fools Day, we cross-posted with as many franchise accounts as we could to enact a hostile takeover.
23 videos over the course of 12 hours, to be exact.
2023 Results
50K+ new followers
8M+ views
500K+ total engagements
Earned organic press in Gizmodo, ComicBook.com, and Warner Bros. press channels.
2024: ACME Bootcamp
With the 2024 Paris Olympics in sight for Warner Bros., they wanted to tap into the Tunes’ athletic side.
We developed a campaign promoting a spoof athletic training program based on five key areas of fitness:
Strength
Agility
Speed
Flexibility
Balance
The tone of the campaign merged the swaggery inspiration of Nike with the signature mischievousness of the Tunes.
ACME Bootcamp: Train Like a Tune
Lead-up content included motivational posters and a faux-serious ad breaking down the program.
We introduced our ACME Bootcamp brand ambassadors—accomplished professional and Olympic athletes—with a bit of Space Jam nostalgia.
Nick Mayhugh: track runner
Peng Peng Lee: gymnast
Shafar Delgado: break dancer
Sky Brown: skateboarder
Then, it was time for the main event. On April 1, each of our ambassadors put ACME Bootcamp into action, earnestly promoting the program as Looney mayhem ensued around them, brought to life with a bit of GFX magic.
We even launched a TikTok filter so the folks at home could Train Like A Tune.
2024 Results
1.1M impressions
371K views
48.9K engagements
2025: Looney Tunes Live
In 2025, Warner Bro.’s gave us two tasks.
Test a live stream event
Leverage a recently-developed Bugs Bunny motion rig.
Enter Looney Tunes Live: a variety show complete with breaking news segments, human (or in this case, cartoon) interest pieces, faux ads, and more, hosted by… who else…
Bugs Bunny
…to name a few.
We teased the event with a spoof on everyone’s favorite ode to cinema.
Because you can’t spell ACME without AMC.
Then, we hosted the brand's first-ever live stream comprised of 15 segments…
All written by yours truly.
Since it wouldn’t be the Looney Tunes without a little dysfunction, we sprinkled in some “technical difficulties” along the way.
The format lent itself perfectly to cut-downs and allowed us to promote brand partnerships and new WB title launches, like The White Lotus and The Day The Earth Blew Up, the first full-length Looney Tunes feature film.
The end result was a 15-minute Looney escapade marrying a timeless format with modern cultural commentary.
Here’s the whole live show in case you’re really intrigued or you just want to procrastinate doing something more important.
2025 Results
The live stream reached 9.6K viewers across platforms
24.2K engagements
100% net positive sentiment
Role & Leadership
Led creative development and voice direction across three years of activations.
Owned scripting, tone, and storytelling for hero assets and social copy.
Co-led client presentations and creative reviews to evolve concept and execution annually.
