Paddington
A full campaign adaptation for the film release across Latin America.
Bringing Paddington to Latin America, one marmalade sandwich at a time.
One of the most anticipated family releases of 2015. Diamond Films, the Latin American distributor for Lionsgate, needed a complete local campaign adaptation that stayed true to the warmth and humour of the original, while speaking directly to South American audiences.
Working from master studio assets supplied by the original production, the brief was to adapt everything for local markets without losing the soul of the film. That meant respecting strict studio guidelines from a major entertainment IP while finding room to highlight what makes Paddington irresistible: the bear’s clumsy charm, his softness, and the quiet comedy of the mess he leaves behind.
The approach was to let Paddington himself do the work. Every format centred on his character, the wide eyes, the oversized coat, the suitcase, keeping the visual language soft, warm, and approachable. The tonal decision was deliberate: lean into the gentleness of the comedy rather than the spectacle, so the campaign would connect with both children and parents. That softness carried consistently across every format, from large-scale billboards down to table-top point-of-sale pieces.
The result
A complete multi-format campaign delivered across poster masters, promotional materials, press kits, point-of-sale displays, billboards, press advertising, digital advertising, and short video edits, all prepared for both print production and digital distribution.
Built in Adobe Illustrator, Photoshop, and Premiere.
“I love how the title colours manage to be bold and soft at the same time,
that balance is what the whole campaign is built on.”
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