Mucus Masher was a first-of-its-kind generative AI experience that put the fate of Mucinex’s iconic Mr. Mucus directly into the hands of fans. Built as a WebGL-powered microsite, the platform allowed users to smash Mr. Mucus using custom text prompts, generating unique, shareable destruction scenarios while rewarding participants with digital product discounts.
Production included generative AI systems, safety filtering, real-time rendering, leaderboard mechanics, social sharing, and integrated incentives. The experience launched digitally and was amplified through a physical stunt across New York City and influencer partnerships, blending brand storytelling, emerging technology, and participatory play to turn frustration with cold and flu into an interactive comeback moment.
