Marvel / Disney · 2016
Doctor Strange
Creative Director · Global / US
A first-time hero with abstract powers and unfamiliar mythology, which standard marketing couldn't carry. Every touchpoint bent time, space and perception the way the film does, through motion posters, holograms and Tilt Brush VR. The film grossed about $678M worldwide.
Problem
A first-time character with abstract powers and unfamiliar mythology: traditional marketing couldn't convey the scale or mind-bending tone.
Solution
Every touchpoint echoed the film's themes of time, space, and perception: the campaign as an extension of the Strange universe, not promotion around it.
Results
The debut grossed ~$677.8M worldwide, a standout for a single-character introduction, and established a new Marvel franchise.
01: Motion poster: Live Art
The poster as a living surface, painted in front of the audience.
02: Motion poster
Key art bent through the film's own physics.
03: Hologram
Interdimensional rifts opened in physical space.
04: Tilt Brush VR
The Strange universe drawn from the inside, in room-scale VR.
05: Digital executions I
Reality-bending units built for placement, not for demos.
06: Digital executions II
The same rules of perception, applied across formats.
07: Social compilation
Motion posters and reality-bending social built to echo the film.