Pirates of the Caribbean: Dead Men Tell No Tales
Global Campaign
Global and US strategy → Multi-market cultural builds
A global content and motion system built around Captain Jack Sparrow’s final completed campaign appearance, designed to scale across markets and moments.
Problem
Disney needed globally adaptable assets to support the final Pirates release while maintaining character authenticity and relevance in a social-first media environment. The challenge was extending a legacy IP without it feeling static or museum-like.
Solution
We developed a suite of motion, social, and headline video assets used worldwide, anchored by real-world moments featuring Johnny Depp as Captain Jack Sparrow. This included adapting footage from his surprise appearance on the Disneyland Pirates ride, where the disconnect between live magic and phone-first behavior became part of the cultural narrative. All assets were designed to travel across regions while staying true to the character and tone of the franchise.
Results
The campaign supported a strong global performance, with the film grossing approximately $796M worldwide, including over $623M internationally. The work achieved broad global adoption, extended the cultural life of the franchise, and marked Johnny Depp’s final completed campaign appearance as Captain Jack Sparrow.
Jonny Depp Surprises Fans
The content generated over 16 million views, reached #1 trending on Facebook and Reddit, and #6 on YouTube. Social engagement included 13K retweets, 27K favorites, and 120K Facebook shares, cementing the moment as a globally shared cultural event rather than a traditional film promotion.
Motion Key Visuals & Assets
