THE COOKIE YOU WANT
Concept/Art Direction/Design
Taking cookies from villain to hero
In the world if the internet, cookie can be a dirty word. They’re spies, watching our every move, tracking our lives and reporting back to their corporate masters. But what if through the magic of Deadpool, a cookie could be transformed. Becoming instead a welcomed guest. One that gave instead of just taking...all while increasing the contactable base.
![](https://freight.cargo.site/t/original/i/577ca1c9ab0cc7219eb1889c81610c9ffdc3e89d15e80e5b17dce86ffe38b160/smartmockups_jqmtr08c.jpg)
EXECUTION
Fans started the journey by signing up for the Deadpool Core and proudly accepting a cookie that acted like a “digital punch card” tracking how much Deadpool 2 content they were consuming.
Cause there was a lot of it.
![](https://freight.cargo.site/t/original/i/67e928c790b1b2fc352ed08f82a3b7acf16500297d34e58128ad77395cb21788/smartmockups_jqn17l2m.png)
Like so much.
![](https://freight.cargo.site/t/original/i/c26d2298c5d56fb6759b6aa6b4ef37028028fb22f1225c74b7b01ba3627817b2/Deadpool-2-Magazine.jpg)
Then we rewarded the faithful by inviting them via an email to a mysteriously secret and extremely exclusive in-world Deadpool themed event.
![](https://freight.cargo.site/t/original/i/086c85d5fb015f1f584ccf4d1a8ca7c96669f03f17381111bf81b7322094d4ba/smartmockups_jqmxpr8j.jpg)
There we rolled out the tactical red kevlar with a themed experience as guests took their seats to watch a live performance directly from Las Vegas of Celine Dione debuting her new song Ashes from the Deadpool 2 Soundtrack.
![](https://freight.cargo.site/t/original/i/4df15db82ff0fd24fb395f29ecfafd956f30d7f24a38858f81b720fc44ca9535/Deadpool_Theater-2.png)
![](https://freight.cargo.site/t/original/i/d492f8c47b0d47d5db0089a491521b9e2fa2d42c33c3d8dcbf39211c2cd6a79b/Deadpool_Theater.png)
This was followed directly by the world premier of the Ashes video.
It was beautiful.
All guests left with a vinyl soundtrack and a signed cassette single of the track to commemorate the event. Selfies were snapped, words typed, and the benefits of being part of the Deadpool Core spread.
![](https://freight.cargo.site/t/original/i/40c5f827ef5de6f940389da48e875ad054d76fe4ec011efd086c676f04f3613d/Deadpool_2_Tape_Signed.png)
Digital, Event, CRM, Print