The Overview
Deadpool is defined by its irreverent tone, self-awareness, and willingness to break convention. This work focused on translating that voice into a scalable social design system—creating content that felt spontaneous and disruptive while maintaining consistency across a high-volume campaign.
The Challenge
The campaign required a high volume of social content across multiple platforms, each with different formats, audiences, and engagement behaviors. The challenge was to:
Maintain a consistent visual identity while embracing unpredictability
React quickly to timely moments without sacrificing brand clarity
Ensure every piece felt authentically Deadpool, not just branded content
The Impact
The campaign became one of the most recognized and talked-about social rollouts in theatrical marketing, earning a Gold Clio Awards for Best Theatrical Social Media Campaign. The work demonstrated how a strong, voice-driven design system could scale across high-volume content while maintaining a distinct and culturally relevant presence—helping Deadpool stand out in an increasingly crowded digital landscape.
Awards
🥇 2016 Clio — Best Theatrical Social Media Campaign
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Account Sr. Director : Darnell Brisco
Account Manager : Tiana Kupinski
Account Coordinator : Chris Peterson
Account Coordinator : Jessica White
Sr. Graphic Designer : Martin Nguyen
Graphic Designer : Ryan Padgham
McBeard Media | Courtesy of 20th Century Fox.
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Social Graphics
For Deadpool, I designed a wide range of social graphics that translated the film’s irreverent, self-aware tone into a flexible and fast-moving visual system. The approach balanced disruptive layouts and humor-driven compositions to create content that felt native to social while staying unmistakably on-brand.
Built to support high-volume and reactive posting, the system allowed for quick turnaround without sacrificing clarity or personality. The work gained additional traction as Ryan Reynolds began sharing the graphics directly, amplifying the campaign’s reach and reinforcing its culturally relevant, voice-driven approach.
