The Overview
Develop a visually compelling set of campaign assets that capture the scale, mystery, and dimensional chaos of the multiverse while staying rooted in the recognizable mysticism of the Doctor Strange universe.
The goal was to translate the film’s surreal narrative into a cohesive visual language that could extend across marketing touchpoints—from digital placements to social and promotional materials—while maintaining strong character focus and cinematic impact. The art direction needed to evoke a sense of wonder, danger, and reality-bending spectacle that aligned with the film’s tone and Marvel’s larger brand identity.
The Challenge
The concept of the multiverse inherently invites visual complexity—fractured realities, shifting dimensions, and multiple narrative threads all competing for attention.
Key creative challenges included:
Harness that chaos without letting the visuals become overwhelming or incoherent across campaign executions.
communicate the film’s dimensional scale and supernatural energy while still preserving clear hierarchy, readability, and character prominence.
Creating executions that felt authentic to Marvel while still embracing the identity of each partner brand.
Balancing spectacle with clarity was key: the imagery had to feel expansive and mind-bending, yet structured enough to remain recognizable and adaptable across various marketing formats and placements.
The Approach
The art direction leaned into the idea of fractured realities—using layered compositions, dimensional distortion, and mystical energy motifs to visually represent the collapse of multiple universes.
Dimensional Fracture
Broken planes, mirrored fragments, and warped perspective were used to evoke the instability of the multiverse.
Mystic Geometry
Circular spell motifs, arcane sigils, and portal-like framing helped anchor the imagery in Doctor Strange’s magical world.
Contrast & Energy
A palette of deep shadows, glowing scarlet energy, and golden magical light created visual tension while guiding the viewer’s eye through complex compositions.
The Impact
The resulting visuals helped establish a bold and recognizable campaign language that translated the film’s multiverse concept into compelling marketing imagery. The art direction supported a range of promotional executions across digital channels and marketing materials, delivering a cohesive visual presence that reflected the scale and imagination of the film.
Awards
🥈 2022 Clio — Tide // Branded Entertainment & Content
🥉 2022 Clio — Social Influencer Sponsorship & Brand Partnership
🥉 2022 Lion Entertainment — Audience Engagement/Distribution Strategy
Shortlist Social Influencer Consumer Goods
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Director, Creative Marketing : AJ Fierro
Senior Manager: Nicholas Fratto
Sr Creative Account Lead: Dave Cowden
Sr Creative Account Lead: Joshua Burrell
Creative Director : Andy Staub
Art Director : Martin Nguyen
Writer/Producer : Evan Aronson
Courtesy of The Walt Disney Company
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G Fuel
Art direction for partnership creative with G Fuel, developing high-energy visuals that aligned with the brand’s competitive gaming culture and performance-driven identity.
Defined bold visual treatments that amplified the brand’s energetic, esports-inspired tone
Developed campaign compositions optimized for digital and social placements
Ensured visual consistency across collaborative marketing touchpoints
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Tide
Supported the partnership with Tide, developing a visual approach that balanced the brand’s trusted, everyday reliability with a playful and memorable campaign narrative.
Helped shape the visual tone and composition to support a clean, confident brand presence on screen
Guided design elements and on-set props to integrate seamlessly within the storytellin
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Xbox
Led art direction for partnership creative with Xbox, translating the brand’s iconic gaming DNA into a visually engaging Xbox and controller skins that celebrated players and the worlds they explore.
Developed compositions that emphasized the main characters in the world of Doctor Strange in the spirit of play.
Directed visual hierarchy and art placements throughout the console and controllers.
