Disney
Marvel Chicha
Disney
Custom illustrated lettering and character art for Disney's Marvel "Chicha" campaign in Latin America, bringing Marvel's heroes to life through expressive, culturally resonant visual language.
Give Marvel a Latin American voice.
Disney needed illustrated lettering and visual art that would resonate with Latin American audiences, taking Marvel's iconic heroes and expressing them through a visual language rooted in local culture, energy, and attitude. The work had to feel both authentically Marvel and authentically regional.
The Chicha campaign is built around the idea that Marvel's heroes aren't distant American myths. They belong to Latin American fans as much as anyone. The visual language had to embody that claim: taking the characters and making them feel native to the region without losing what makes them universally iconic.
Lettering that packs a Marvel punch.
We created a set of custom illustrated lettering pieces, "Poder Absoluto" and "Soy Inevitable," with full character integration. Each piece combines bold typographic design with illustration, creating visuals that work for digital, print, and motion applications across the Marvel Chicha campaign.
The lettering style was designed to feel handcrafted rather than digital, built with the same energy as a tagging session or a mural, then refined to Marvel's production standards. The characters emerge from and integrate with the typography itself, making every piece inseparable from the hero it represents.
Characters, lettering, culture, all in one frame.
The work was delivered as a complete set of campaign assets ready for digital and social deployment. The lettering style was developed to feel distinct from Marvel's standard global visual language: louder, more expressive, and built for the energy of Latin American social media.
Assets were prepared for motion-ready deployment from day one, every piece designed with animation in mind, ensuring the campaign could come alive across social media, digital advertising, and broadcast without requiring additional production work on Disney's side.
Marvel in a whole new visual language.
The Marvel Chicha campaign assets gave Disney a regional creative voice for one of the world's most valuable IP properties, illustration and lettering that brings Latin American energy to Marvel's heroes without ever losing sight of what makes them iconic worldwide.
Let's build
something iconic.
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