XBOX, MARVEL AND CRAFT WORLDWIDE – DEADPOOL & WOLVERINE ‘THE CHEEKY CONTROLLER’

Deadpool especially is known for his deadpan and irreverent humour and, during discussions, CRAFT mentioned that they had the initial idea for a ‘cheeky controller’ that took after the famous derriere that he has oftentimes modelled for Lady Death. A Wolverine ‘cheeky controller’ also managed to butt its way into the conversation.

It was an ambitious idea that our artists took great delight in developing to go beyond the brief. Working with 3D model assets of Deadpool & Wolverine actors Ryan Reynolds’s and Hugh Jackman’s real-life rumps, our digital artists managed to sculpt a buttock design that could sit seamlessly on the back of an Xbox controller.

Made to also match the in-universe suit’s leather textures, our artists then airbrushed our cracking controllers in their characters’ respective red and yellow colours. Once complete, our cheeky controllers were packaged in a custom box clad in character-coloured leather textures to match the controllers, complemented by foil-stamped logos and wrapped with an Xbox ribbon.

And we added a special twist to further enhance the unboxing experience. Usually, controllers are boxed face-up. Not these ones – they were packaged upside down so, when opened, the recipient would be met with our heroic heinies alongside a metal plaque, signed Deadpool polaroid and a note from the immortal one.

The campaign was an online viral sensation. It was even featured in Forbes, Adweek, on IGN’s YouTube channel (with Ryan and Hugh fondling the controller), and promoted on Ryan Reynold’s Twitter!

We want to do it for you, too – contact TAKEFOFF today to find out more.