Ben 10 — A Global Phenomenon.
Ben 10 became one of the most iconic and successful franchises in Cartoon Network’s history—earning three Emmy Awards and generating over $7.85 billion in global retail sales during its 13-year run. Since its premiere in December 2005, it has remained the network’s longest-running and most expansive IP to date.
As part of this massive rollout, I was responsible for defining and creating the visual language across all touchpoints—on-air, off-channel, and digital. My role included designing over 300 exclusive creative assets that became the foundation for regional marketing teams around the world to adapt, localize, and license.
From key visuals and character poses to background artwork and licensing materials, I developed content that powered everything from street-level billboards and mall signage to interactive displays and global retail activations.
This was one of Cartoon Network’s most ambitious campaigns—breaking audience records and turning Ben 10 into a cultural and commercial juggernaut. A truly career-defining experience—and one of the most creatively rewarding journeys I’ve ever led.
A multibillion-dollar entertainment powerhouse
Ben 10 evolved into a worldwide franchise with deep fan engagement and cross-generational reach—captivating kids, young adults, and even millennials who grew up with its characters and stories. It became a benchmark for brand storytelling and character licensing, spawning three live-action box office hits, over ten TV/DVD movies, and two international live audience game shows—Ben 10 Challenge (UK) and Desafío Ben 10 (Mexico). The franchise expanded into live arena shows and countless street activations across the globe, becoming a genre-defining brand that reshaped the way audiences engage with character IP. From apparel and action figures to the iconic Omnitrix and the unforgettable GT cruiser, Ben 10 merchandise filled shelves—and imaginations—around the world, firmly establishing the franchise as a cross-platform, cross-generational entertainment powerhouse.
Brand Governance: The Key To Global Success
For a global franchise like Ben 10, consistent brand application across every touchpoint—on-air, online, on-pack, and on the ground—was essential to its worldwide success. It wasn’t just about visuals; it was about delivering a unified brand experience that fostered trust, built instant recognition, and empowered internal teams across regions to execute with clarity and consistency. Through meticulous brand governance—including licensing guidelines, visual systems, tone-of-voice standards, and creative toolkits—we ensured that no matter the country, channel, or platform, Ben 10 looked, felt, and spoke with the same core identity. That consistency played a major role in transforming the franchise into a global icon with enduring cross-generational appeal.
An Experience of a lifetime
To generate maximum exposure, we developed a series of immersive, large-scale launch events in key markets. These experiences felt more like Broadway productions than brand activations: full-stage environments with 3D-mapped battle sequences, remote-controlled character sculptures with articulated arm movements, synchronized lighting effects, and even drones programmed to activate at key storytelling beats. The floors were printed with anamorphic 3D illusions to simulate unstable, alien terrain—creating a mind-blowing experience that delighted kids and adults alike.
