Campaign Type: Social, Digital Banner, and OOH Campaign
Client: 20th Century Fox
Role: Lead Designer + Art Director
LOGAN
To promote LOGAN, the campaign needed to give fans a deeper look at Hugh Jackman’s final portrayal of Wolverine. The larger campaign ran across digital, social, out of home, and For Your Consideration materials. The 3D Touch Rich Unit was one of its standout pieces, turning a standard mobile ad into an interactive look inside the character.
As Art Director and Designer, I helped shape the visual direction and execution of the campaign. Built for iOS, the unit responded to how much pressure someone applied to the screen. Pressing deeper moved users past Wolverine’s muscle layer to reveal his adamantium bonded skeleton, his wounds, and the stories behind them. It was a first to market use of 3D Touch that gave fans a more physical way to explore the film.
Banner
FYCThe reel featured here focuses on the interactive unit, but it was part of a broader campaign that included digital, social, out of home, and FYC work. The FYC campaign included a banner highlighting LOGAN’s Critics Choice Awards nominations for Patrick Stewart and Dafne Keen, along with the film’s National Board of Review Top 10 Films recognition. Hugh Jackman also shared the interactive unit through his social channels, and fans quickly responded with excitement.
