Warner Bros. Pictures · Edge of Tomorrow
I worked on the advertising creative system for the India-wide promotion of Edge of Tomorrow—translating a global entertainment property into high-impact campaign communication across multiple formats.
The Assignment
A nationwide theatrical campaign cannot depend on one static poster.
The challenge was to extend the world of Edge of Tomorrow into a flexible advertising system that remained cinematic, recognisable and powerful across different dimensions and media placements.
Every creative needed to retain the film’s scale, characters, visual intensity and release communication while working within a different format.
The work was not about resizing one poster. It was about protecting a global film identity across an entire campaign system.
The Creative System
The campaign was built around three master creatives. Each master was adapted into eight advertising executions, resulting in twenty-four format-specific campaign creatives for the India rollout.
Rather than mechanically resizing the same artwork, each execution required decisions around image cropping, character prominence, typography, title placement, release messaging, visual hierarchy and available space.
The supplied material
Official film imagery — Warner Bros. Pictures. Shown as the source material the campaign was built from. Everything below this line is campaign work.
Eight executions 01–08
01 Medium Rectangle 300 × 250
02 Large Rectangle 336 × 280
03 Leaderboard 728 × 90
04 Large Leaderboard 970 × 90
05 Wide Skyscraper 160 × 600
06 Half-Page Ad 300 × 600
07 Mobile Leaderboard 320 × 50
08 Large Mobile Banner 320 × 100
Eight executions 01–08
01 Medium Rectangle 300 × 250
02 Large Rectangle 336 × 280
03 Leaderboard 728 × 90
04 Large Leaderboard 970 × 90
05 Wide Skyscraper 160 × 600
06 Half-Page Ad 300 × 600
07 Mobile Leaderboard 320 × 50
08 Large Mobile Banner 320 × 100
Eight executions 01–08
01 Medium Rectangle 300 × 250
02 Large Rectangle 336 × 280
03 Leaderboard 728 × 90
04 Large Leaderboard 970 × 90
05 Wide Skyscraper 160 × 600
06 Half-Page Ad 300 × 600
07 Mobile Leaderboard 320 × 50
08 Large Mobile Banner 320 × 100
Campaign Scale
The Edge of Tomorrow campaign required much more than designing one promotional image.
It involved translating a global film identity into a coordinated set of advertising creatives for the Indian market—while maintaining visual consistency across three master directions and twenty-four individual adaptations.
The project demonstrated my ability to work within global entertainment guidelines, manage complex visual information and execute campaign communication at scale.
A global identity protected across every execution.
High-volume creative work delivered as one connected system.
Campaign communication designed for repeated national visibility.
Entertainment marketing executed with consistency and precision.