Overview
Client: Disney x Everyman
Role: Art Direction, Concept, Copy
Year: 2024
Scope: Campaign identity, digital, print, OOH, motion
Role: Art Direction, Concept, Copy
Year: 2024
Scope: Campaign identity, digital, print, OOH, motion
Outcome
A digital-first, 360° campaign that aligned Everyman membership with one of the year’s most culturally dominant film releases.
The Brief
As part of a wider push to elevate the Everyman membership offer, there was an opportunity to align with the release of Deadpool - a film guaranteed to generate cultural attention. Rather than running separate campaigns, the challenge was to merge the two in a way that felt intentional, premium, and on-brand.
The Idea
The campaign reframed membership through the lens of connection and affection - not transaction.
Early creative treated Ryan Reynolds and Hugh Jackman as old Hollywood icons: timeless, cinematic, and monochrome, aligning with the existing membership visual language. As the partnership with Disney evolved, the concept shifted toward a single, symbolic image: the necklace.
Playful on the surface, but emotionally loaded - it echoed ideas of bond, loyalty, and relationship, mirroring what membership represents at Everyman.
Subtle motion brought the idea to life digitally - elegant, minimal, and just noticeable enough to create a moment of intrigue.
The Work
I led the creative direction and delivery across: Digital-first campaign assets, print and large-scale OOH, motion-led hero visuals and campaign copy.
The copy adopted a self-aware, tongue-in-cheek tone - nodding to Deadpool’s fourth-wall humour.
The Impact
The campaign ran across social, print, and out-of-home, using the cultural momentum of Deadpool to reposition membership as something human, playful, and emotionally resonant. By blending cinematic nostalgia with contemporary design and sharp copy, the work elevated the membership offer and embedded it within a major cultural moment.