MARVEL STUDIOS’
THE MARVELS
I was asked to lead a creative team in creating a full social campaign to promote the film, Marvel Studios’ The Marvels
THE ASK
High character recognition, low affinity for Captain Marvel, Monica Rambeau and Ms. Marvel.
Marvel movie fatigue
THE PROBLEM
Excite audiences in Southeast Asia through the unique combination of three strong female heroes, to celebrate their strong teamwork in overcoming the expected adversaries they are about to face.
THE STRATEGY
THE TONE OF VOICE
(Ideated by me)
What makes a team shine? When it’s made up of teammates who are different and unique.
Lighthearted - emphasises the humour of the film. Our captions will bring joy to our readers alongside charming clips – from Goose’s cute cat videos to Kamala’s fangirling – adding feel-good content to our fans’ feeds.
Adventurous -highlights the cosmic epicness of the film. For every action-packed post, we bring out what makes this a true Captain Marvel film. Tonal elements that are empowering and energetic with every light blast.
Energetically United - shines a light on the film’s theme of synergy between our heroes. Our captions will sound collaborative, inclusive and inspiring about the idea of teaming up to become even stronger.