Deadpool & Wolverine
The Cheeky Controller
A special Xbox controller "designed by Deadpool" to promote the movie - the campaign that broke the internet and made Ryan Reynolds tweet.
A controller only Deadpool could design.
TAKEOFF UK teamed up with CRAFT agency to bring a gloriously silly idea to life: a special Xbox controller "designed by Deadpool" to promote the movie and the Marvel × Xbox partnership.
Creative process
The idea was a "cheeky controller" that played on the actors' iconic character traits. Our artists worked from 3D models of Ryan Reynolds' and Hugh Jackman's real-life features, crafting a design that matched their characters' suits in Deadpool red and Wolverine yellow.
Each controller shipped in a custom leather-textured box with foil-stamped logos and an Xbox ribbon. The twist: we packaged them upside down, so opening the box revealed the full design - plus a signed Deadpool polaroid and a note.
The result
The campaign went viral - picked up by Forbes, Adweek, IGN and Hypebeast, and shared by Ryan Reynolds himself. What started as a cheeky gag became one of the most talked-about gaming collabs of the launch.
