Tele2 Kazakhstan x Deadpool & Wolverine Collaboration

One of the most memorable projects I’ve had the chance to lead!

In July 2024, we launched the first-ever collaboration between a Kazakhstan mobile operator and a Hollywood studio. Tele2 Kazakhstan teamed up with Marvel Studios’ Deadpool & Wolverine to promote a product as bold as the characters themselves — unlimited and free 5G for a year.

The campaign centered around Tele2’s brand heroes, Agents of Benefit, inviting Deadpool and Wolverine to join forces — in exchange for unlimited 5G for a year. But, of course, getting a response from these two wasn’t easy — they were kinda busy saving the world (and fighting each other ).

As agency lead, I was responsible for overseeing strategy, creative development, and production. From concept to final execution, we worked closely with both the client and Disney/Marvel teams to bring this idea to life — balancing creative fun with all the restrictions and necessary approvals (yes, under the watchful supervision of one and only Deadpool himself ).

Very proud to have led this successful collaboration from the agency side, and endlessly grateful to our client Tele2 Kazakhstan, to my team, and to all the partners who made it happen!