By many critical accounts, Disney’s Marvel Studios had been in a skid since 2019’s Avengers: Endgame. So the assignment to market a new Deadpool film—six years after its last installment was released by a different studio—wasn’t an easy one.
But Disney chief brand officer Asad Ayaz’s approach for Deadpool & Wolverine succeeded by leaning into what lifers at family-friendly Disney might see as its biggest liability: the profane main character’s distinct lack of a filter.
“Our strategy was all about being true to the essence of the Deadpool character and embracing the R-rated nature of the film from the beginning,” Ayaz says.
To be sure, Deadpool & Wolverine’s inside jokes about Marvel’s challenges and what studio head Kevin Feige might think about cocaine and certain sex acts is not standard Disney fare. But Ayaz worked with star Ryan Reynolds to balance the character’s edge with Disney’s iconic brand identity. It paid off, helping drive the film to a $1.3 billion–plus global box office.
Meanwhile, Ayaz and his team still found clever ways to bring the film to life in accessible ways across more traditional Disney channels (Disney California Adventure served up chimichangas, Deadpool’s favorite food) and got cheeky with brand partnerships—like the Xbox controller that took inspiration from Deadpool’s rear end.
And Deadpool & Wolverine wasn’t Ayaz’s only hit for Disney this past year. As the leader of marketing and brand strategy across Disney’s theme parks, movies, TV, and more, he also oversaw the campaigns for family film Inside Out 2 and horror sequel Alien: Romulus, as well as the Marvel series Agatha All Along on Disney+.
Ayaz says that the key to marketing such a diverse slate of projects is to have a “bespoke, custom approach to every single campaign based on a strategic game plan.” Star participation in marketing is also critical, as Reynolds and costar Hugh Jackman did for Deadpool & Wolverine and Kathryn Hahn did for Agatha All Along. “When you have that on a project, it makes a huge difference.”
This story is part of Fast Company’s 2024 Brands That Matter. Explore the full list of honorees that have demonstrated a commitment to their brand’s purpose and cultural relevance to their audience. Read more about the methodology behind the selection process.
