An interactive character studio for Warner Bros. that let fans step into Scooby-Doo's visual universe, customize themselves in the show's language, and walk away with personalized content they could share.
Scooby-Doo Character Studio is a live audience experience for Warner Brothers built around a clear story, a focused interaction model, and a memorable visual world.
The interactive experience’s primary feature is a web-based application that lets fans participate in an interview with Scooby-Doo and Shaggy. Fans can also create personalized avatars in the classic 1970s Scooby-Doo art style. The app also features an e-commerce store, allowing fans to purchase personalized merchandise featuring their custom avatar character alongside the Mystery Inc. gang.
The work was developed with ACME Innovation and Groove Jones for Warner Brothers, keeping strategy, craft, production, and delivery connected from the first idea through final output.
My role was to keep the AI-powered character studio faithful to the Scooby-Doo universe while still making it feel like a modern fan experience. I guided the creative direction, workflow, and editorial rhythm so personalization felt playful, on-brand, and instantly understandable.
Fans begin their journey in the Character Studio by participating in an animated video call with Scooby-Doo and Shaggy.
The project sits across brand strategy, creative content, experiential, so the solution had to work as both a strong creative read and a practical system people could understand quickly.
I focused on the decisions people feel before they notice them: hierarchy, pacing, interaction rhythm, image language, and the small details that make the work feel finished.
After the interview, users proceed to build their avatar, where they can customize their character with various options, including height, body shape, face shape, skin tone, hairstyles, eye shape, nose shape, mouth style, clothing, and accessories.
The result is a immersive experience that makes Scooby-Doo Character Studio feel clear, memorable, and built for the audience it was meant to reach.
Once you're done, you can download a set of avatar graphics that are perfect for social sharing.Based on the avatar characters they’ve created, fans can purchase custom-designed t-shirts, posters, and hoodies featuring any of their avatars.Users can preview their customized book and have the option to purchase either a digital or physical version, making it perfect for holiday gifts. The Launch Edition book is based on the first-ever episode of Scooby-Doo, Where Are You!, “What a Night for a Knight.”The platform was launched in early September when Matthew Lillard posted the Beta release on his Instagram and TikTok pages. Since then, it has exploded on social media, with fans pasting their avatar character images and posing with their custom merchandise.
