Jonathan Guillen

The Super Mario Galaxy Movie Activation

For the upcoming Super Mario Galaxy film, we were tasked with developing breakthrough concepts that would excite longtime fans while introducing the world to a new chapter of the franchise. The core idea drew inspiration from the iconic stained-glass aesthetic of Princess Peach’s Castle. Reimagining it at scale and in unexpected ways.

The goal was to bring the world of Mario into the real world. Transforming nostalgia into a living, immersive experience. Designed to feel both cinematic and interactive, the activation translated in-game wonder into a physical environment people could step into.

Timed to launch on Mar10 Day in New York City, the concept leveraged one of the most culturally amplified moments for the franchise, creating a high-impact, shareable experience that generated buzz, fandom engagement, and anticipation for the film.

AGENCY: Illumination

ROLE: DESIGN DIRECTOR

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