Coming from its initial theatrical release, it was already clear that this was a big title for Universal and Illumination, in partnership with Nintendo. At the time, there were already talks of a Super Nintendo World at Universal Studios theme parks. Therefore, with the title now coming to Peacock, the creative brief emphasized the “spectacle” of a potential franchise, with world building opportunities.
That being said, because Super Mario and its likeness is such a well known and beloved gaming character, all bespoke creative was heavily scrutinized by Illumination and Nintendo, collectively. Studio executives wanted to make sure all pedigree was preserved, and any music tracks or internal GFX came from what already approved by Universal Pictures.
Skills Involved
Art Direction, Motion Graphic Design
Agencies / Studios
Illumination, Nintendo, ICP, Blackspot
When
August 2023
Hero Spot + Cutdowns
Similar to the Fast & Furious franchise, a topic of discussion that came up while creating internal card GFX was whether or not to use the Peacock logo next to the IP font. It was important to ask, what are the creative briefers goals? Brand recognition or clean consistent IP driven design? I think (at the time) it was a valid question to ask, because Peacock was relatively new to the marketplace.
Title
Super Mario – PVOD :15 Spot
Tools
After Effects, C4D
Summary
Working closely with Blackspot, I used the theatrical toolkit to render out custom internal GFX cards and versioned them across all linear and social platforms.
Title
Super Mario – “Rainbow Road”
Tools
After Effects, C4D
Summary
Placing the 3D text over footage instead of a black-backplate was not used in the initial theatrical trailers or spots. Therefore adjustments needed to be made to the lighting to make sure it looked believable and worked for the “rainbow road” edit.