Deadpool & Wolverine was the pop culture moment of the year, with countless brands competing to attract its millions of fans. Xbox won the moment, by merging its most iconic brand asset with Deadpool's most iconic brand ass..et.
The Cheeky Controller
While other brands used Deadpool's face, we used the body part he talks about the most. We designed a limited-edition Xbox controller modeled after Deadpool's famous behind. Launching with its own trailer, social assets, and influencer endorsements.
"The best controller we've ever seen"
Packaging
The controller was delivered in a custom gift box, with a handwritten note and polaroid photos.
Reaction
The controller broke the internet, generating 5 billion impressions, becoming #1 post on Reddit and Xbox's most engaged TikTok post ever. In addition to countless memes, sketches and reactions, it got covered in 750+ articles. It was so sought-after that people 3D printed and sold versions of it, even for other consoles.
"Stupid, functionally questionable, and perfectly on-brand"
"The holy grail of gaming!"
Case Study