Guy Ritchie's The Gentlemen dives headfirst into a world of power, loyalty, and double-crosses with a cast of unforgettable characters each playing their own twisted game. At the heart of it all is Mickey Pearson, a self-made kingpin looking to exit the empire he built, triggering a cascade of chaos in London's criminal underworld.
We partnered closely with the theatrical trailer team to develop a social campaign that treated each character like a brand of their own. The creative leaned heavily on the film's distinct wardrobe, with plaids, velvets, and luxury tailoring becoming our visual language. Each social asset was built with a strategic focus on character recognition, tapping into fan obsession with style and persona. Every post, from character cards to motion teasers, was tailored to highlight the unique attitude and iconography of the cast.
By anchoring the visual system in the film's fashion and using platform-specific rollouts to tease personalities over plot, we created a layered campaign that extended beyond promotion. It invited audiences to pick a side in the power struggle.
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Role: Designer + Animator + Creative Director
Client: STX Entertainment
