Marvel Legends: KEEP THE LEGEND ALIVE
INTEGRATED CAMPAIGN | ART DIRECTION, MARKETING COLLATERAL & MOTION GRAPHICS
Disclaimer: This is a personal project. All characters belong to Marvel Characters Inc.
Product Photography by: Aaron Prudenciado
Models: Arwin & Ethan Prudenciado
Objective Statement
Action figures can be enjoyed at any stage of life. More than just reminders of childhood, they evoke happiness and establish lasting, emotional connections with beloved heroes. For many, they are relics of youth as they embody the ideals and stories that continue to inspire people and fans alike. Marvel Legends live on through fans, transcending age and uniting generations in their love for these iconic characters.
Beyond advertising new releases on social media, there is little promotion highlighting the emotional connection fans have with these action figures and what they truly represent.
INSIGHT
The campaign uses the tagline ‘Keep the Legend Alive’ to symbolize how fans can pass on the meaning of what these heroes represent for generations to come.
IDEA
The ‘Keep the Legend Alive’ campaign is capable of evoking the emotional connection of its action figure line with the use of print, out-of-home, social media advertising and apparel. Using action figures in the imagery will enhance the personalized relationship that is felt beyond the idea of only being a child’s plaything.
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.
Magazine & OUT-OF-HOME Subway 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.
Youtube & Instagram 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.
