Crush & Teenage Mutant Ninja Turtles: Out of the Shadows
Sewer Arches Display
Objective: Design a massive 360 degree shoppable merchandising display to promote Crush and their partnership with the movie Teenage Mutant Ninja Turtles: Out of the Shadows. This piece was large enough for customers to walk under the header into the supermarket. Retailers stacked pallets with 12-packs of Crush soda around it.
The client requested it look like it was part of the Ninja Turtles' den in the sewers of New York City with Crush branding. The displays light fixtures lit up and water dripping sounds came from devices inside the columns.
In an effort to save the client from paying more stock image fees, as this was a very large campaign over several merch pieces, I took photos of all the textures used on this piece except the metal.
I drew the metal scaffolding in Photoshop using previously purchased Shutterstock images we had in our library using masks, filters and brushes. I created the green ooze in Photoshop with the pen tool and layer effects. And I turned the POS key visual into a weathered looking poster hanging on the pillars.
The Crush client and Paramount Pictures approved it in the first round.
There was also a smaller version of the large Sewer Arches for stores with a smaller footprint for merch displays. (See the final photo.)
CLICK ON PHOTOS FOR A SLIDESHOW.
This is a quarter-scale mockup of the TMNT sewer arches. At full size, shoppers would be able to walk underneath the header and the columns would be surrounded with 12-packs of TMNT-branded Crush sodas.
Column Close Up
Top hutch close up
Column arch in the printer dieline. The challenge was getting this center column artwork to line up with the hutch top pieces on either side.
Main Arch artwork in the printer dieline
Light Fixture Close Up - Created with blending modes and layer effects.
Smaller sewer arches display created for stores with a smaller footprint for displays