JOHN MACALUSO
Narrative Writer
Creative Strategist
Bestest Friend
STEP 1: LETTING DEADPOOL BE DEADPOOL IN ONLY A WAY DEADPOOL CAN
THE PROBLEM:
The first Deadpool movie fucked us. It had been wildly successful (the top grossing R-rated movie of all time) and the filmmakers, most likely geeked off cocaine and power, decided to make another.
THE INSIGHT:
Fans want to connect with their fictional heroes. And Social is the perfect place to allow that to happen.
THE IDEA:
We started by keeping the hype for Deadpool and the franchise alive. People were excited, but it had been long enough that there were now other entertainment properties were fighting for their attention. And because Deadpool LOVES being center spotlight, we decided to pick a stage where we could really let that award-winning personality shine.
Press Coverage: IGN, Vanity Fair, IndieWire, Deadline, SlashFilm, Entertainment Weekly, Hollywood Reporter, The Nerdist
STEP 2: GIVING THE WORLD THEIR EVERYMAN
Press Coverage: PR Week, Hollywood Reporter, Men's Health, Mashable, SlashFilm, Gizmodo
THE IDEA:
For this film to be different than the first Deadpool, we realized fans needed another everyman like Dopinder. Someone they could relate to and even see themselves in...
Enter: Peter W. Played by Rob Delaney, he started as an on-screen joke. Until we pulled him to the forefront of the story... Peter's Twitter and LinkedIn accounts were fun to create, too. Working with the filmmakers, we rounded out Peter's character, giving him a backstory, hobbies and a questionably loyal, super-hot wife named Susan.
STEP 3: MAKE THE SHAREABLE SHIT THE FANS WANT AND WOULD MAKE ON THEIR OWN ANYWAY
THE IDEA:
As Peter W's presence continued to thrive, we peppered accounts with badass content that furthered the world building and spoke to fans in a way only a true Deadpool fan would. This was all about keeping people engaged AND excited as we neared the premiere and kept selling tickets through launch.