Marvel
SUPERIOR SEMINARS
Capabilities:
A world in lockdown had many people turning to self-improvement: biking, baking, writing… At-home learning was big business and autoplay Masterclass ads from the likes of Jeff Koons, St Vincent and Yotam Ottolenghi had become ubiquitous.
But none of these experts could explain how to direct a particle beam for maximum carnage...
This is the story of how we parodied the Masterclass format to launch the Marvel Avengers’ video game with a splash - and become a #1 top seller.
3M+
Units sold
#1
Top seller at time of launch
HULK
Invited onto Masterclass by their CEO
Marvel was launching a new video game for Avengers - the first of its kind for the blockbuster franchise.
But it wasn’t just a game version of the Hollywood films. They’d created an entirely new world with their own take on these iconic characters.
So we were asked to get people excited about the game in a way that wouldn’t leave fans gutted that Robert Downey Jr. wasn’t running the show.
We gave our new heroes the credibility they deserved with a parody used by icons of the same stature.
We needed to give our video game characters some street cred.
Meanwhile, a world in lockdown had turned to online courses to learn new things from the experts. No matter where you looked, Martin Scorsese or Aaron Sorkin were speaking directly to camera.
So we spoofed the format and made our own: Superior Seminars. In them, Iron Man teaches beaming, Ms. Marvel teaches punching and the Hulk… well, he gets his smashing on.
We took all three films to the heart of the conversation - social. So the people expecting a Masterclass autoplay were in for a surprise.
