Task

As one of my final degree show briefs, I wanted to showcase my interest in entertainment, comic books and marketing. At time of production, Spider-Man: Into the Spider-Verse was still 7 months away from release, with only one trailer, and limited information available. This lack of visual assets made the brief more challenging and therefore more interesting – how could I make the most out of the limited information I had, in order to promote the film in a new and interesting way?

I thought it was interesting that Miles Morales is wearing classic Nike Air Jordan 1s in the teaser trailer, as opposed to unbranded replicas. Working as a pair with a fellow classmate, this sparked the idea of creating a conceptual partnership between Nike, Columbia Pictures and Marvel in order to promote the film, as well as a limited-edition ‘Air Spidey’ sneaker.

Following the films premise of ‘enter a universe where more than one wears the mask’, the cross-promotional campaign’s key messaging would be ‘wear the mask’ – giving consumers the opportunity to become the iconic web-slinger, through an interactive in-store activation.

My partner and I had to align our vision of a Niketown London takeover, making sure our focused areas were cohesive and pushed our key messaging. I concentrated on the promotional shoe artwork, producing the conceptuals for the Niketown Central hub activation and the AR Mirror placements. Additionally, I produced brand guidelines in order to ensure both of us were using the same assets.

Results

Showcased at D&AD as part of my University’s showcase.
Approached by ASBO Magazine to feature the campaign as one of many fake adverts in their International Graduate issue. My ‘Air Spideys’ concept ad appeared in the opening DPS.