Mucinex: AI Mucus Masher

One of the more lighthearted projects in my career, we partnered with an agency to execute an AI microsite to crush Mucinex’s brand mascot, Mr. Mucus, with AI-generated images. Using Getty Images AI model, our team worked collaboratively to create a game experience where users could type almost any object that would then crush Mr. Mucus and give users a score based on their originality, weight, and if it was the first time typed.

Leveraging a 3D pipeline to recreate Mr. Mucus, our team paid close attention to ensure we met the brand identity requirements - from facial features, character animations, to clothing texture. A complex AI pipeline was created to account for moderation, a word bank of 10,000 approved words, and image enhancement.

Once users generated a smash and received their scores, they also had the opportunity to share their results with one of two share card options, receive a $5 off coupon, or generate a custom link to share a unique message with their friends to engage with the site. We also built a leaderboard that showcased the weekly top 5 scores and a mash hall of fame gallery where you could see what other users generated to smash Mr. Mucus.