Funko Pop! Spider-Man: Brand New Day
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Funko Pop! Spider-Man: Brand New Day
In short
Since 2010, Funko’s POP! series has transformed iconic characters from pop culture into highly collectable vinyl figures. Name an entertainment franchise, and chances are it has a dedicated POP! range. One of Funko’s most popular ranges is the Marvel series, and with Spider-Man: Brand New Day swinging into cinemas, the US toy maker created a new jumbo-sized 10-inch bobblehead Spidey. And so Funko turned to Portal to build a creative campaign that would pack a punch Peter Parker’s alter ego would be proud of - even superheroes need marketing support!
Deliverables
Creative concept development
3D modelling
Video editing
Video ads for social media
Spider plan
The Funko team are long term admirers of our ability to optimise creative for any platform you care to name. For this project, the team wanted to make a big impact on socials. They were after an imaginative concept that would capture the hearts of their audience and get them hyped for the new Spidey.
After brainstorming internally, we pitched our idea: Video content that would show the collectable swinging from landmark locations around the world: London’s Tower Bridge, the Brandenburg Gate, the Arc de Triomphe and Brooklyn Bridge.
Physically placing and filming in locations as busy as these was a non-starter. Instead, we combined our design expertise with CGI magic to create videos that looked virtually indistinguishable from reality.
Sticking to the brief
Working with huge brands and IPs naturally involves observing strict specifications. The figure had to be shown in its box, just like the real-world version. The webbing had to match the figure’s, rather than actual cobwebs, in line with its cartoony vibe.
Finally, we made sure the correct logos and legal lines were used throughout, ensuring the assets stayed on-brand and compliant. At Marvel’s request, no AI was used at any stage.
With the four videos complete, we got to work on a combined version. A single video designed to look like a real breaking news television broadcast. This added another creative layer to the campaign and gave Funko another asset to use across their socials.
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Getting into the swing of it
We began by sourcing still videos for each location. We then integrated the Spider-Man figure into each scene to bring the concept to life.
Working from Funko's original 3D sculpt, Portal focused on the shaders, modelling the packaging and matching the lighting for each scene. We paid careful attention to the texture of the cardboard, the subtle imperfections of the plastic window and the way light interacted with every surface.
Portal then added camera sway to reinforce the sense that a passerby had happened to capture Spidey on their phone. On the audio side, we added clever sound design and ambient noise nailed the sense of being there.
Popping off
The campaign was a major success. Funko fans showered our videos with love across the brand's social platforms. Instagram, in particular, saw a swathe of positive sentiment, with thousands of likes, comments and shares.
Here are just a few of the comments:
This is ridiculously cute. I can’t.
This looks so cool 😍
Fabulous!!
The campaign also picked up attention from marketing publications, including coverage on gradgirlmarketing’s Instagram page. This was a gratifying endorsement of our work and also helped extend the campaign's reach beyond Funko’s own audience.
An ambitious idea, combined with technical craft, strong platform optimisation and careful attention to detail, delivered a fun and memorable launch campaign. Exactly the kind of playful content Spidey would enjoy.
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Round up
If you’re looking for a creative partner to support your next game, you’re in the right place. Get in touch and let’s chat.
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© Portal Studio 2023