The Super Mario Bros. Movie World Premiere
Universal Pictures
Universal Pictures knew they wanted to produce a headline-worthy premiere to celebrate the release of their most anticipated title of the year, but had trouble wrangling creative partners to meet production deadlines within a very tight timeline. With an IP as iconic as Mario came multiple creative stakeholders including animation studio Illumination Entertainment and Nintendo, who both had their own creative vision for the event.
We knew we needed to bring key elements of Mario’s world to life onsite including Princess Peach’s castle, mushrooms, and fire flowers. Nintendo has strict brand guidelines around their IP and due to budget and timeline, we could not produce all creative elements to their exact specifications. Our team took a hybrid approach of custom fabricating our hero elements using 3D files from the film and subtly nodding to the IP in the environmental décor.
Over 700 invited guests previewed the film at Regal LA Live before heading to the after party, where we brought the Mushroom Kingdom to life. Guests were greeted by an industrial backdrop with photo-worthy brand moments including a mystery cube and the Super Mario Bros. Plumbing Company Van. Interactive IP- driven moments included a warp tunnel inspired by the iconic plumbing pipes from the game, Princess Peach’s Castle dessert station, a fire flower infinity room, scenic mushrooms, and fully functional ATM machines that dispensed mushroom themed cupcakes.
