The Super Mario Galaxy Movie

The Challenge
Following the massive success of The Super Mario Bros. Movie, the challenge was to build anticipation for an even bigger adventure without simply repeating what audiences already loved. The campaign needed to speak simultaneously to lifelong Mario fans, families discovering the franchise for the first time, and a new generation of players and moviegoers.

The Solution
I helped lead the creative development of the campaign across theatrical trailers, TV, and digital, shaping a campaign that expanded the world of Mario while maintaining the instantly recognizable energy, humor, music, and character-driven storytelling of the franchise.

The trailer campaign evolved strategically from introduction to escalation: establishing the return of Mario and his friends, revealing new characters and worlds, and ultimately delivering a high-energy final trailer designed to make the film feel like a true cinematic event.

Across TV and digital, the campaign was adapted into a wide range of formats and runtimes, finding distinct hooks for different audiences while maintaining a cohesive creative identity. The goal was simple: make every piece feel like another invitation to level up and see the movie on the biggest screen possible.

Results & Accolades

The campaign helped launch The Super Mario Galaxy Movie to a $372.6M global opening, the biggest global opening of 2026 at the time. The film went on to become the first movie of 2026 to surpass $1 billion worldwide, ultimately pushing the Super Mario film franchise past $2 billion.