Marvel / Disney · 2016
Doctor Strange
Creative Director · Global / US
A non-traditional launch ecosystem that introduced a first-time hero through reality-bending media: motion posters, holograms, and Tilt Brush VR.
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
Significant cultural buzz ahead of release; the debut grossed ~$677.8M worldwide: a standout for a single-character debut: establishing a major 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.