Marvel Legends: KEEP THE LEGEND ALIVE
A conceptual integrated campaign that celebrates the emotional connection between fans and superheroes, emphasizing how stories and action figures transcend generations.
Discipline
Integrated Campaign
Context
Art Direction Exploration & Concept Development
Duration
1 Month
Role
Art Direction, Motion Design, Photography, Promotional Assets
Brief
Action figures hold meaning at every stage of life. Beyond childhood nostalgia, they evoke happiness and establish lasting emotional connections with beloved heroes. They embody ideals and stories that continue to inspire fans across generations.
Produced by Hasbro Pulse, Marvel Legends brings iconic characters from comics, animation, and live-action films into collectors’ hands. While the brand actively promotes new releases through social media, there is limited emphasis on the deeper emotional connection fans have with these figures and the legacy they represent.
Challenge
How can an integrated campaign elevate action figures beyond childhood playthings and authentically capture the emotional connection fans share with their heroes?
Result
An integrated campaign spanning print, digital, out-of-home, social media, and apparel was developed to celebrate the personal relationships fans have with Marvel Legends. By placing the action figures at the center of the imagery, the campaign reinforces their role as symbols of inspiration rather than simple toys.
The tagline “Keep the Legend Alive” anchors the concept, reflecting how fans carry these stories forward as it passes on the meaning and impact of their heroes across generations.
IDEATION
The main imagery of the campaign uses a number of Marvel Legends action figures stacked together to create the feeling of a toy box with endless possibilities. The gaming term “sandbox” also inspired the imagery to emphasize freedom and creativity with no restrictions.
The initial sketches display a father and son reaching out and sharing their favourite toy. This emphasizes the idea of an emotional connection with these action figures and how they want to share that connection with each other.
PRINT & OUT-OF-HOME Advertising
The vertical poster can be used for magazines of pop culture, gaming and other related topics like Wizard or Game Informer. The horizontal poster will be seen throughout various metropolitan cities and their respective subway systems.
Both images display the tagline, the respective logos and copyright disclaimers.
SOCIAL MEDIA advertising
Motion graphics developed as short form advertising on social media platforms. The horizontal advertisement would be shown on YouTube with the vertical advertisement on Instagram Stories.
Apparel DESIGN
Apparel designs would have the silhouette of certain superheroes in black and white imagery with their emblem displayed in full color. The silhouettes would represent the idea of the superheroes being legends — stories that are passed down from generations, almost myth-like. These stories create and build their appearance, as the storytelling of the legend variates from one person to another.
The design can be seen on a black wash, vintage-like shirt with the tagline displayed on the back.
Disclaimer: This is a personal project. All characters belong to Marvel Characters Inc.