Deadpool and Wolverine x Everyman Membership

As part of a wider ambition to elevate the Everyman membership offer, we saw an opportunity to creatively align with the upcoming Deadpool release - a film we knew would generate significant cultural traction. Rather than running two separate campaigns, we made the strategic decision to merge the two: harnessing the energy, irreverence, and star power of Deadpool to drive interest in membership. The first executions followed the visual language we’d developed for membership: cinematic, monochrome, elegant. I treated Ryan Reynolds and Hugh Jackman like old Hollywood icons - close-up, timeless, black-and-white. You’ll see some of those early explorations at the bottom of the page; they remain some of my favourites. I also wrote the long-form copy for the campaign - intended as a tongue-in-cheek nod to Deadpool’s signature fourth-wall-breaking tone, blending sincerity with self-awareness. As the partnership with Disney evolved, there was a shared desire to visually tie the campaign more closely to the film. That led us to the now-central image: the necklace - a piece of merch that, at first glance, is playful and on-brand for Deadpool, but also speaks to the idea of bond, connection, and affection. For us, that mirrored what we were trying to say about membership: that it’s not just transactional - it’s a relationship with Everyman. Because the campaign was digital-first, I pushed for the necklace to animate - but subtly. The goal was to create something elegant and minimal, that shimmered just enough to make you wonder, “Did that just move?” This was a true 360° campaign, with assets rolled out across social, print, and large-scale out-of-home - blending cinematic nostalgia, modern design, and sharp copy to reframe membership in a way that felt playful, culturally relevant, and human.