Deadpool was well-known to fans but relatively unknown to the mainstream crowd that makes or breaks comic book movies. Our campaign was designed to introduce Deadpool to audiences using his unique brand of subversiveness. To build an anti-hero, we tried to be ‘anti’ every superhero marketing trope - the outfit reveal, the self-seriousness, etc… – in a way that would make believers out of the core and charm new audiences into thinking Deadpool might be something different. It went on to become the #1 R-rated movie globally, the #1 Fox movie opening ever and the #1 X-Men movie ever.
