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Special Project

Special Project
From the 16th Annual Shorty Awards

TMNT NYC Takeover with Amazon

Entered in Paid & Amplification, Social Commerce, Video Ad


We embarked on an innovative ad campaign for the launch of Teenage Mutant Ninja Turtles: Mutant Mayhem products, channeling the spirit of the Turtles themselves. Our goal was to transcend conventional advertising and create an immersive experience that would resonate with fans, drive engagement, and ultimately steer consumers towards purchasing the new products on Amazon.

The central idea was to leverage our talent to emulate the adventurous lifestyle of the Turtles within the vibrant backdrop of New York City. We crafted an ad that showcased our talent living, moving, and interacting in the city just like the beloved characters, infusing the campaign with authenticity and relatability.

Our strategy revolved around fostering a deep connection with the audience by presenting a narrative that was both entertaining and compelling. By immersing our talent into the heart of NYC, we aimed to captivate viewers' attention and kindle their curiosity, encouraging them to explore the advertised products on Amazon.

The primary objective was to generate clicks and convert them into purchases on Amazon's platform. We meticulously designed the ad's narrative and visual elements to evoke a sense of nostalgia, excitement, and urgency, compelling consumers to not only click through but to complete their purchase journey swiftly and seamlessly.

Through this innovative approach, we sought to not only promote a product but also ignite a sense of adventure and connection among fans. By blending storytelling, nostalgia, and the allure of the Turtles' universe with modern marketing strategies, our campaign aimed to drive engagement, foster brand loyalty, and ultimately, achieve substantial sales for Teenage Mutant Ninja Turtles: Mutant Mayhem products on Amazon.

Strategy and Execution

Our mission was to fuse the allure of Amazon products with the new release of Teenage Mutant Ninja Turtles: Mutant Mayhem, creating a narrative that immersed viewers into the essence of the Turtles' universe. Our strategy encompassed meticulous planning and execution, culminating in a captivating day-in-the-life portrayal of a TMNT super fan navigating New York City.

The plan of action revolved around crafting a concept that seamlessly integrated Amazon products while authentically immersing the content into the themes of the new TMNT: Mutant Mayhem. We meticulously scouted key locations across NYC, strategizing to present a relatable, day-to-day perspective of a fervent TMNT enthusiast preparing for the movie premiere.

The execution was a feat of storytelling and precision. Filming at iconic locations around the city, we curated a "day in the life" point-of-view narrative, capturing the excitement and anticipation of our talent preparing for the TMNT movie premiere. A pivotal and standout feature was incorporating our talent's subway ride, ingeniously merged with scenes of the Turtles navigating the city in the film.

Navigating the bustling streets of NYC presented its challenges, compounded by the unpredictable weather. Shooting on a rainy day demanded flexibility and adaptability. We skillfully adjusted our schedule and equipment to work around the weather, ensuring the narrative remained intact despite the elements.

Additionally, the liveliness and unpredictability of NYC streets posed logistical challenges. We adeptly maneuvered through crowded locations, orchestrating scenes amidst the city's vibrant chaos. This required meticulous planning and swift adaptation to ensure a seamless shoot, capturing the essence of the Turtles' urban escapades authentically.

Our work stands out through its seamless integration of product promotion within an immersive narrative. By embracing challenges like unpredictable weather and the dynamic nature of NYC, we transformed potential obstacles into opportunities, creating an engaging, authentic portrayal that resonated deeply with TMNT fans and drove viewers towards Amazon for the Mutant Mayhem products. This campaign embodies innovation, creativity, and an unparalleled fusion of storytelling and brand promotion.


Our campaign not only met but exceeded our objectives, marking a resounding success in driving engagement and conversions. The results speak volumes, showcasing a remarkable surge above 2022 benchmarks across key performance indicators.

With an overall Click-Through Rate (CTR) soaring by 287.5% above benchmarks, our campaign's ability to captivate and compel action was undeniable. This substantial increase in CTR highlights the resonance of our narrative, enticing viewers to not just watch but actively engage and explore the advertised products.

Engagement rates surged to an impressive 391.3% above benchmarks, signifying the campaign's unparalleled ability to forge a profound connection with the audience. By immersing our talent into the TMNT world within the bustling backdrop of NYC, we sparked curiosity, nostalgia, and excitement, driving viewers to interact and delve deeper into the product offerings.

Furthermore, our meticulous strategy resulted in a noteworthy achievement: a 66.7% lower Cost Per Click (CPC) compared to 2022 benchmarks. This efficiency in cost while achieving heightened engagement and click-through is a testament to the campaign's precision targeting and compelling content.

These exceptional metrics demonstrate our campaign's efficacy in not only meeting but surpassing set objectives. By strategically intertwining the TMNT narrative with Amazon's product offerings, we not only drove engagement but also significantly impacted purchasing behavior, exemplifying a resounding success in merging storytelling, brand promotion, and consumer action.


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