The Overview
For Guardians of the Galaxy Vol. 3, the marketing campaign needed to capture the franchise’s signature mix of irreverent humor, emotional heart, and cosmic adventure. Beyond traditional film marketing, the opportunity was to extend the world of the Guardians into everyday fan experiences through large-scale brand collaborations and retail activations.
Working within Disney’s creative marketing team, I contributed to shaping the art direction across partnership-driven initiatives—ensuring that each execution reflected the playful, rebellious spirit of the Guardians while remaining cohesive with the film’s broader campaign.
The Challenge
The campaign required translating a beloved cinematic universe into unexpected brand environments without losing the authenticity of the franchise.
Bringing the personality and humor of the Guardians into consumer products and retail spaces.
Creating executions that felt true to the Marvel universe while remaining accessible to broad audiences.
The Approach
Our approach centered on extending the Guardians’ world through playful reinterpretations of familiar brand icons.
Character-Driven
Explored how beloved brand mascots and assets could become participants in the Guardians universe.
Authenticity
Visual treatments pulled directly from the film’s tone to ensure that even promotional packaging felt like it belonged within the Marvel cosmos.
Playfulness
The direction leaned into this spirit of humor and unexpected combinations, allowing everyday consumer brands to feel momentarily pulled into the Guardians’ orbit.
The Impact
By blending cinematic world-building with consumer brand storytelling, the campaign helped extend the reach of the Guardians universe beyond the theater. Through bold creative partnerships and cohesive art direction, these activations transformed everyday products into playful extensions of the Marvel galaxy.
—
Director, Creative Marketing : AJ Fierro
Sr Creative Account Lead: Victor Farfan
Creative Director : Andy Staub
Art Director : Martin Nguyen
Writer/Producer : Evan Aronson
Courtesy of The Walt Disney Company
01
–
General Mills
One of the campaign’s most playful activations was a collaboration with General Mills that reimagined classic cereal mascots as honorary members of the Guardians crew.
I helped lead the visual concept and art direction for the packaging initiative, transforming the mascots into Guardians-inspired heroes outfitted in the team’s iconic uniforms. The design balanced the recognizable nostalgia of the cereal brands with the cinematic tone of the film, creating a collectible moment for fans at retail.
The result was a crossover that felt both surprising and authentic—bridging pop culture, nostalgia, and blockbuster storytelling.
