Deadpool & Wolverine

TAKEOFF partnered with CRAFT to bring a bold idea to life: what if Deadpool himself teamed up with Xbox to create his own controller? A concept as cheeky as the character’s humor, designed to promote the movie and Marvel’s partnership.

Marvel Studios’ ”Deadpool & Wolverine” finds Wade Wilson with his past as the morally flexible Deadpool behind him, until he suddenly finds himself in a fight for the survival of his homeworld and must suit-up again—and convince a reluctant Wolverine to help him.

CREATIVE PROCESS

CRAFT’s initial idea? A controller inspired by Deadpool’s iconic backside, famously flaunted in his adventures. And during discussions, a Wolverine version also muscled its way into the project… Challenge accepted.

Our 3D artists worked from digital scans of Ryan Reynolds’ (Deadpool) and Hugh Jackman’s (Wolverine) actual derrières to sculpt an anatomically accurate design, seamlessly integrated into the back of an Xbox controller. Each controller was then airbrushed to match the in-universe leather suit textures, with character-accurate colors: red for Deadpool, yellow for Wolverine.

To complete the experience, we designed a custom box wrapped in character-colored leather textures, with foil-stamped logos and an Xbox ribbon. And for the ultimate surprise, the controllers were packaged upside down—so upon opening, recipients were greeted with these heroic backsides, along with a metal plaque, a signed Deadpool Polaroid, and a personal note from the merc with a mouth.

A Viral Sensation

The campaign exploded online, generating massive buzz. It was featured in Forbes and Adweek, showcased on IGN’s YouTube channel (where Ryan Reynolds and Hugh Jackman playfully handled the controller), and even went viral on Ryan Reynolds’ Twitter!