To capitalize on the release of Marvel Studios' Fantastic Four, we created an asset highlighting FX talent (Ebon Moss-Bachrach) who stars as The Thing in the film. In the latest season of The Bear, his character even talks about rocks and sand, which aligned perfectly with his character in Fantastic Four. We wanted to delight fans with a silly crossover asset that promoted both projects.
We went through several versions of this asset and we had to balance the unhinged nature of the internet while not seeming like we were insulting either fanbase or IP. Thankfully, approvers understood what we were trying to do with the asset and we reached a great middle ground between unhinged and appropriate for Marvel's IP.
It is one of our top perfomers of the year with high engagement rate, and fans appreciated that this weird mashup came from a brand account.St
