Wicked: For Good

WickedMovie.com

Client

Universal Pictures and Focus Features, Project C

Year

2025

Team

17, 6 3D artists, 4 developers, 3 designers, 2 motion designers, a producer, and me

My role

Creative Director. I pitched and won the project, designed the core concept, led a 17-person team across 3D, engineering, and design, and architected the AI portrait pipeline. We shipped on time and on budget, a month before the premiere.

I pitched a WebGL map of Oz where navigation is geography. My team turned it into eight explorable zones, walkable scans of the film's real sets, and an AI portrait studio that put fans into the world.

The call

I built the Salon around real photographs of on-set extras in costume instead of fully generated images. Every portrait stayed true to the film's wardrobe and production design, and screening each upload with Gemini Vision kept the experience brand-safe before anything was generated.

• 3D map of Oz

  I designed the map as the site's navigation, then directed the 3D team that built it: a real-time WebGL Oz with eight explorable zones.

• Set scans, enhanced

  My team captured five zones on the film's sets with Matterport rigs, then rebuilt and enhanced them in post: the Emerald City, Glinda's Quarters, Elphaba's Retreat, Munchkinland, and Kiamo Ko Castle.

• Discoverable hotspots

  More than 50 hidden points of detail layered into the scanned sets, each holding costume, prop, and production detail from the film.

• The Emerald City Salon

  I architected this AI portrait studio as a multi-model pipeline, and my engineers took it to production. Gemini Vision validates each upload and routes it to a matching template, Ideogram composites the fan into a photograph of a real on-set extra in costume, and AWS renders the branded frame. About 33 seconds end to end, with roughly a 1% error rate.

• The Grimmerie

  AMC's limited popcorn bucket was printed with spells in the Ozian alphabet. The only translation key lived on the site, so a theater purchase sent fans to the web.

• Passport and Yellow Brick Road

  A stamp collection mechanic across all eight zones, plus a home-entertainment extension where fans engraved a name into a brick and laid it into the road.

• 23 languages

  Every feature shipped in 23 localizations at full parity.

Maya, Cinema 4D, ZBrush, Matterport, glTF with Draco and KTX2 compression, Three.js, Gemini Vision, Ideogram, AWS

• 9.1M visitors
• 41.7M page views
• 4.6 pages per visitor
• 487K ticket click-throughs
• $541M worldwide box office

• Webby Award Nominee

• ScreenRant
• Yahoo Entertainment
• AOL
• IMDb
• Capital FM