The Overview
For Marvel Studios’ Black Panther: Wakanda Forever, the campaign needed to honor the emotional weight of the franchise while expanding the world of Wakanda across multiple consumer and retail touchpoints.
Working across partners including Lexus, MAC Cosmetics, Xbox, McDonald's, Sprite, Procter & Gamble, and Target, we developed a unified visual approach that allowed each brand to express its identity while remaining grounded in the Wakandan universe.
The Challenge
The Black Panther franchise carries deep cultural meaning and an iconic visual identity. Every campaign needed to feel like it belonged in that world.
Adapting and maintaining visual and cultural authenticity of the Wakandan design language to very different product categories.
Extend the world of Wakanda beyond the screen, translating its iconic aesthetic into partner-driven campaigns that still felt authentic to the Marvel brand.
Ensuring each activation felt collectible and fan-worthy.
With a wide range of partners and deliverables, the creative approach needed to maintain a cohesive visual voice while allowing each collaboration to feel bespoke and engaging for fans.
The Approach
The visual approach centered on three pillars that laid the framework which allowed every partner execution to feel distinct yet unified across the campaign.
Legacy & Tribute
At the heart of the campaign was a sense of remembrance and respect. The creative direction leaned into themes of legacy, resilience, and cultural pride.
Heroism Embodiment
The visual approach highlighted strength, resilience, and unity to celebrate the protectors of the kingdom and the spirit they represent.
Wakandan Technology
The design language integrated vibranium-inspired detailing to express a nation where innovation and culture exist in perfect harmony.
The Impact
The campaign demonstrated how blockbuster entertainment marketing can extend storytelling beyond the screen. Through a combination of strategic partnerships and cohesive art direction, the work helped bring Wakanda into everyday spaces—from retail shelves to fan collections—while maintaining the cinematic integrity of the Marvel brand.
Awards
🥇 2023 Clio — Power in Partnership
🥈 2023 Clio — Xbox: Find Your Power // Diversity in Storytelling
🥈 2023 Clio — Mastering Fan Engagement.
🥉 2023 Clio — Innovating in Theatrical Film Branded Content.
—
Director, Creative Marketing : AJ Fierro
Sr Creative Account Lead: Victor Farfan
Sr Creative Account Lead: Joshua Burrell
Sr Creative Account Lead: Dave Cowden
Manager: Stephanie Viana
Creative Director : Andy Staub
Art Director : Martin Nguyen
Writer/Producer : Evan Aronson
Courtesy of The Walt Disney Company
01
–
MAC
With MAC Cosmetics, the creative direction balanced luxury beauty with Wakandan strength and elegance.
The campaign visuals highlighted bold color, metallic accents, and regal compositions inspired by the film’s characters and royal heritage.
Key visual systems were developed to translate across:
Product packaging
Retail environments
Digital campaign assets
02
–
Lexus
The collaboration with Lexus explored the intersection of automotive innovation and Wakandan futurism.
The campaign visuals paired sleek vehicle silhouettes with dramatic lighting and textures, positioning the car as an extension of Wakanda’s technological world.
The creative direction emphasized:
Minimalist luxury
Futuristic environments
Cinematic scale
03
–
Xbox
For Xbox, the focus shifted to collectible design and fan engagement.
A limited-edition console concept was developed to translate Black Panther’s outfit into physical hardware—turning the console itself into a display piece of Black Panther just for fans.
The design blended:
Black Panther’s new outfit
Tribal geometry
Luminous lighting elements
Unboxing video with Letitia Wright
04
–
McDonald's
The partnership with McDonald's required translating Wakanda’s design language into something playful, accessible, and globally scalable.
The creative direction focused on simplified iconography and bold character imagery, bringing Wakanda into:
Happy Meal packaging
In-store graphics
Digital campaign placements
05
–
Proctor & Gamble
With Proctor & Gamble, the campaign expanded into everyday consumer products across multiple household brands.
The creative direction translated Wakanda patterns and visual motifs into digital campaign assets, packaging, and ad spots, integrating the film’s identity into products used in daily life.
06
–
Sprite
Art directed campaign visuals spanning digital, experiential, and OOH placements—including theater activations and regional bus wraps.
Helped shape the look and feel of product packaging and physical label design.
Ensured the visual language stayed rooted in Wakanda’s bold aesthetic while aligning with Sprite’s energetic brand identity.
