Looney Tunes Always-On Social
January 2023 – May 2025
Agency: Movement Strategy
The Looney Tunes are nearly 100 years young.
With the next phase of their legacy in our hands, we had to preserve what makes them timeless while speaking the language of a new generation.
The Idea
Unleash unmistakeable Looney chaos on the modern cultural landscape
But first, a little lore drop:
In 2020, the Tunes launched a brand character designed to bring audiences behind the scenes: The ACME Intern.
My arrival to the Tune Squad in 2023 marked a transition; the intern had been a successful arbiter between the Tunes and modern social society, but it was time for them to fly solo.
I kept the ethos of the Intern persona while sunsetting the external character for a natural brand evolution. Instead of bringing folks into the world of the Tunes, we dropped the Tunes into the social and pop culture world — every chance we got.
The approach centered on native formats and functions…
reactive opportunities and social trends…
seasonal moments and holidays…
and an unpolished voice and aesthetic that mirrored how younger audiences consume and share content.
(Sometimes, you just have to get weird with it.)
We even infiltrated other WB franchises to make the Tunes synonymous with the studio’s biggest pop culture moments.
With contemporary topics spanning from the male loneliness epidemic to economic disasters, our guiding mantra became:
There’s a Looney Tunes moment for everything.
By adapting the signature Looney humor for today’s social audiences, we ushered the most iconic American franchise into a new era.
Role & Leadership
Owned the creative vision across platforms, evolving the franchise’s existing persona and tone-of-voice for a changing cultural landscape.
Concepted and wrote on-asset and post copy across all platforms while overseeing content from initial concept through final approval.
Provided creative direction and strategic guidance to design and video partners, shaping execution while maintaining speed, cultural relevance, and quality at scale.
Generated 531K net new followers year over year.
Achieved 292M total views and 22.4M total engagements across platforms.
Produced 49 standout posts exceeding 1M views, reinforcing sustained audience growth and cultural relevance.
2023 Results
2024 Results
Drove over 1.2M new followers, surpassing 1M on Instagram and 2M on TikTok.
Exceeded a Warner Bros. priority goal of significantly increasing reach with younger and female audiences.
Delivered 30 high-performing posts that each surpassed 1M views organically
