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 campaign required a high volume of social content across multiple platforms, each with different formats, audiences, and engagement behaviors.
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
Led the creative and art direction across a broad suite of social assets. The work leaned into disruptive and unexpected visuals and humor-driven design to create a campaign language that felt culturally native to the platform while remaining unmistakably Deadpool. That approach gained significant additional momentum when Ryan Reynolds began organically sharing the graphics across his personal social channels, amplifying the work’s reach and reinforcing the campaign’s distinctive voice.
The result was a body of work that blurred the line between marketing and culture—using design, humor, and personality to make the campaign feel less like advertising and more like part of the conversation.
