The Brief
Marvel briefed Digital Fox Talent to generate creative content for the theatrical launch of Doctor Strange in the Multiverse of Madness, targeting superhero and cosplay audiences on social media. The goal was to produce high-quality, fan-driven content that would capture the visual spectacle of the film and reach Marvel's core audience in the lead-up to release.
The Execution
Digital Fox Talent selected two cosplay and pop culture creators — Raine Emery and Halcy Bella — whose audiences are deeply embedded in Marvel fandom. Each creator produced their content independently, working from home to develop Doctor Strange and Scarlet Witch inspired cosplay transformations. Marvel provided access to sound bites, trailer content, and creative inspiration to give the pieces an authentic, branded feel. With SFX and professional editing woven throughout, the content landed as something genuinely cinematic. Both creators also attended the film's premiere, adding a real-world dimension to the campaign.
The Results
The campaign delivered 4 content pieces that reached a combined audience of over 2,700,000 Marvel fans. By leading with cosplay-driven storytelling rather than traditional promotional content, the campaign generated genuine engagement from audiences who responded to the craft and creativity on display — exactly the kind of authentic response that resonates in Marvel's highly passionate fanbase.
The Creators
Raine Emery is a cosplay and pop culture creator known for her visually stunning transformation content. For this campaign, Raine produced a Doctor Strange and Scarlet Witch cosplay transformation video that showcased her skills in costume, makeup, and SFX editing — using Marvel-provided assets to create a piece that felt both authentic and cinematic. The video captured the visual language of the Multiverse of Madness perfectly and resonated strongly with her engaged Marvel fanbase.
Halcy Bella is a cosplay creator whose content spans Marvel, DC, and pop culture fandoms. Halcy contributed additional cosplay content to the campaign, helping extend the reach of the Doctor Strange activation across a complementary audience of superhero and cosplay fans.