ABOUT

TAKEOFF partnered with CRAFT to create something that would promote the Summer 2024 release of Deadpool & Wolverine; bringing a ‘cheeky’ idea to life - that Deadpool himself designed for Xbox, a controller that everybody would want to get their hands on.

Our artists 3D sculpted a derriere design (modelled on Ryan Reynolds’s and Hugh Jackman’s rears themselves) for our Xbox controllers featuring a leather-like texture, airbrushing them red and yellow for Deadpool and Wolverine respectively. Opening each character’s similarly-designed box would show their heroic heinies pointing up alongside a metal plaque, Deadpool polaroid and signed note. The campaign featured in Forbes, Adweek, on IGN’s YouTube (with Ryan and Hugh fondling the controller), and on RR’s X (formally known as Twitter)!