Film: The Super Mario Bros. Movie

Client: Universal Pictures / Illumination / Nintendo

Campaign Focus: Trailer, TV & Digital

Objective

Reintroduce the world’s most iconic video game characters to a new generation while exciting lifelong fans.

Challenge

Adapting Super Mario Bros.—a franchise beloved for over 35 years—into a feature film came with high expectations and intense scrutiny. The trailer had to showcase the film’s high production value, respect for Nintendo’s legacy, and mass appeal to audiences of all ages, from young kids to nostalgic adults.

Solution: Nostalgia Meets Cinematic Scope

The teaser trailer dropped in October 2022 during a global Nintendo Direct livestream, immediately tapping into the game’s massive, built-in audience. With Illumination’s signature animation quality and a score inspired by Koji Kondo’s classic music, the trailer introduced viewers to the Mushroom Kingdom like never before.

Results

-Over 100 million trailer views within the first week across platforms.

-Became one of the most-watched animated film trailers of all time.

-#SuperMarioMovie trended worldwide across Twitter, TikTok, and YouTube.

-Opened to $204M 5-day domestic open and $378M worldwide..

-Grossed over $1.36B worldwide (#2 of 2023), becoming the highest-grossing video game movie ever.

-2023 Clio Entertainment Winner Gold (Campaign).

Takeaway

The Super Mario Bros. Movie showcased the power of a perfectly executed trailer strategy: blending modern animation, multigenerational appeal, and a deep respect for source material. The trailer not only sold the movie—it reignited global excitement for Mario and the Nintendo universe.

“ Best ever WW debut for an animated film. ”

Case Study.