The Expendables

BRIEF - To promote the explosive release of The Expendables, Lionsgate commissioned a large-scale digital campaign built around a bold homepage takeover and supporting assets. The brief called for a visually aggressive, high-energy creative that honoured the film’s all-star lineup of action legends (some dating back to the golden era of '80s blockbusters). The asset kit had to deliver fast-paced motion, cinematic intensity and seamless integration across all platforms, while managing an enormous file size due to the sheer volume of iconic characters, explosive sequences and brand assets packed into the creative.

My response: I had just jonied a fantastic renowned media agency called Waste Creative and i was eager to please. Little did i know that my first brief was going to be something so truely iconic and epic! As someone who grew up watching these action giants tear up the screen in the '80s and '90s, this project hit different. Seeing all those names like Stallone, Schwarzenegger, Statham, Lundgren in one movie was overwhelming in the best way. The file was a beast, no doubt, but it was an honour to take it on. This wasn’t just another job... it felt like designing a tribute to the legends who defined a genre. Brutal, nostalgic and absolutely unforgettable. My new found home (Waster Create) and the client absolutly lovely it!!! (few)