Adventure Time: Distant Lands
BMO Beat Maker
Role: Creative Director
Co-conceived the BMO Beat Maker with the internal Cartoon Network team and directed the creative across the campaign, including the interactive microsite, key art, and trailer graphics. Oversaw the design, interaction, and visual development of the experience in collaboration with build partner Active Theory.
Entering BMO’s World
Fans begin in space before zooming into BMO’s screen, entering a playful desktop-like interface that acts as the gateway to the experience. From here, users can explore BMO’s files, discover hidden interactions, and unlock the different activities inside the site.
The interface was filled with small surprises and character-driven moments. Opening certain files revealed hidden interactions—including BMO’s diary entries and a “Do Not Delete” file that triggered a playful system glitch before BMO rebooted.
These details were designed to reward curiosity and make the experience feel rich and explorable.
To promote the launch of Adventure Time: Distant Lands on HBO Max, we created an interactive microsite centered around BMO. The experience invited fans to explore BMO’s digital world, uncover hidden moments, and create music using sounds from the Adventure Time universe.
The goal was to build something that felt playful, surprising, and explorable—more like wandering through an old internet toy than a traditional promotional site.
BMO Beat Maker
At the center of the experience was the BMO Beat Maker, an interactive music tool that allowed fans to create their own songs using sounds from the Adventure Time universe. Designed to feel like interacting directly with BMO, the character became both instrument and interface.
Potato Pong
Inspired by BMO’s well-known love of potatoes, we created Potato Pong, a hidden mini-game where players face off against an AI BMO by bouncing a potato back and forth in a playful homage to the classic arcade game Pong.
Easter Eggs
The site was packed with Easter eggs and deep cuts for longtime fans. Hidden throughout the interface were small discoveries—including BMO’s Martian potato pie recipe—encouraging visitors to explore as deeply as they wanted.
Trailer Reveal
Exploration ultimately led fans to the reveal of the official Adventure Time: Distant Lands trailer, which premiered directly within the microsite.
After the trailer reveal, users were guided toward HBO Max to watch the series, connecting the playful interactive experience directly to the streaming launch.
The microsite was part of the broader campaign rollout supporting the release, which also included trailer graphics and key art.
