Fans Can Design Their Own Train Cars for TNT’s Snowpiercer Series

Network pivoted to a digital campaign to promote post-apocalyptic series

Artist Chelsea Du designed Snowpiercer's Sky Lounge. - Credit by Chelsea Du, Sid Lee
Headshot of Ian Zelaya

The fictional Snowpiercer train consists of 1,001 cars, ranging from a luxurious art gallery to an aquarium. Now, TNT is inviting fans to create their own train car designs to celebrate the first season of the post-apocalyptic series.

Ahead of the series premiere on May 17, TNT has launched a digital campaign for fans to create and submit designs as part of an online Snowpiercer collection.

Throughout the season the network will reveal select designs as part of the collection, which will live on custom website WilfordIndustries.com. The website, named after the fictional owner of the train, offers fans custom templates to download with instructions for how to create and upload their virtual cars.

inside of train car that looks like a beach scene with a sun and red umbrella and woman on an orange blanket
Artist Tyler Kirkham designed the Beach Car.
Tyler Kirkham

train car that looks like a museum hallway
The Gallery Car resembles an art gallery.
Chelsea Du, Sid Lee

TNT has debuted the campaign during what would have been Upfronts week, before the Covid-19 pandemic forced networks to cancel physical events and, in some cases, opt for virtual alternatives. TNT parent company WarnerMedia, which was slated to host a combined event with Xandr, isn’t producing a virtual event.

“When crafting the marketing campaign for Snowpiercer, we had plans to physically immerse the audience into the world as much as possible,” said Missy Chambless, evp of marketing, TBS, TNT and TruTV, in a statement. “When it became clear we’d have to pivot to a digital approach, we still wanted to enable viewers to dive deeper into the wonder of the show. The 1,001 train car campaign is about extending the series into fans’ homes and bringing the audience together virtually.”

While many of the designs will be submitted by fans, TNT has also tapped artists and celebrities to create designs for the 1,001-car collection. So far, the network has released designs from artists Tyler Kirkham, Lauren Braga and Tim Seeley. The network also plans to reveal designs from showrunner Graeme Mason and health and wellness personality Jillian Michaels.

train car that looks like an aquarium hallway
Javi Fernandez designed the Stargazing Car.
Javi Fernandez

train car that looks like a long indoor pool
Chelsea Du's Thermae Car offers riders a full spa treatment.
Chelsea Du, Sid Lee

Snowpiercer, which was inspired by a graphic novel series and Bong Joon Ho’s 2013 film of the same name, is set seven years after an ice age-like apocalypse and centers on the last of humanity inhabiting a perpetually moving train made up of cars separated by class structure that circles the globe.

The series, which has been renewed for a second season, stars Jennifer Connelly, Daveed Diggs and Alison Wright. Episodes will air on TNT and be available on the TNT app, partners’ streaming platforms and video on demand.


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ian.zelaya@adweek.com Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.