Wolverine

Deliverable

Art Direction · Campaign

Client

PlayStation / Huge Inc

Year

2025-2026

Marvel's Wolverine needed a launch platform — not just creative assets. We developed the campaign strategy, defined the creative territory Don't Call Me a Hero, and art directed the global key art alongside Marvel and comic artist Jock. From the marquee key art to the OOH toolkit and launch activations across markets, the visual system had to hold at any scale.

Help PlayStation launch their first first-party Wolverine video game with a campaign platform built to resonate globally.

Develop a marketing strategy and creative territory to inform all visual output across global markets and partner agencies.

Deliver the game's marquee key art, lead :60 TVC commercial, and a scalable OOH / digital design toolkit for worldwide rollout.

Early Directions

The brief opened wide. Early explorations ranged from collage treatments to character battle scenes and atmospheric shots deep inside the Nightmare Forest. We pushed different aesthetics — raw and illustrative, cinematic and environmental, graphic and elemental — each one a different argument for what Wolverine could feel like before a single word of copy was written.

Creative Territory

Before the key art existed, the territory had to. We defined Don't Call Me a Hero — a platform built around the tension at Logan's core. He isn't a savior. He's complicated, reluctant, dangerous. That became the through-line for everything: the visual language, the campaign tone, and every creative decision that followed.

Finding the Direction

With the territory locked, the key art took shape. The client gravitated toward something iconic rather than narrative — a single character, bold yellow, an illustrated Wolverine grounded in the source material but not a game render. We defined the pose, the palette, the attitude. From that foundation, we partnered with Marvel to bring in comic artist Mark "Jock" Simpson, who took our direction and made it something else entirely.

Bringing the Idea to Life

Once we had the creative direction in place, we partnered with Marvel to find the right artist to bring our vision to life. We brought on comic artist Mark "Jock" Simpson, whose style and experience made him the perfect fit to translate our idea into the final Key Art.

Global Launch

When a title at this scale goes to market, the creative territory has to hold across everything — trailers, OOH, digital, retail, activations, press. Different agencies, different markets, different formats. Our job was making sure the visual system and the platform we built were solid enough to travel that far without losing what made them work.

Created in collaboration with the PlayStation creative team at Huge Inc.