#ITisSoTTC – Deadpool Takes Over the TTC
School Project – Seneca Polytechnic, 2024Concept Creator, Team Lead, Strategy & Visual Lead
TTC
This campaign reimagines Toronto’s transit experience by injecting the chaos of the TTC with the chaos of Deadpool’s personality. Designed for a business and marketing course at Seneca Polytechnic, the goal was to tackle a real urban stressor—daily commuting—and transform it through a humorous, storytelling-rich experience that resonates with Canadian culture and wit.
As the team lead, I developed the concept and campaign structure, executed the visual representation as a team, and directed the marketing strategy. Inspired by Deadpool’s unpredictable charm and commuters' everyday struggles, the campaign used sarcastic humor, visual exaggeration, and interactive formats to shift public perception from frustration to fun.
“Turn chaos into comedy—because even Deadpool rides the TTC.”
Join the madness. Spot Deadpool. Share the journey. #ITisSoTTC
Public transit doesn't have to be painful. With creativity and humor, it can become a source of connection, community, and daily joy—even when everything's going wrong. The TTC becomes a stage, and the rider becomes the reluctant hero of their own weird, wonderful commute.
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Rebuild trust and reignite engagement with the TTC by making the transit experience entertaining and relatable.
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Shift public perception by using Deadpool as a metaphor for everyday heroism and resilience.
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Create both digital and physical touchpoints (billboards, Instagram posts, subway screens) to amplify presence city-wide.
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Strategy-led Creative: Created a full 360° campaign including print, digital, and augmented reality (AR) concepts.
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User-Centric Execution: Integrated persona-based design (e.g., Alex Thompson, the 26-year-old commuter) to ensure insights drove storytelling.
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Cultural Fit: Aligned campaign humor and visuals with Canadian tone—irreverent, witty, and community-focused.
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Engagement Blueprint: Defined SMART goals, brand key, and full roll-out timeline to ensure feasibility and marketing alignment.
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Trust Deficit: Riders feel TTC is unreliable, outdated, and stress-inducing.
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Low Engagement: Youth and professionals disengaged with TTC communication.
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Public Cynicism: Marketing messages often feel forced or out-of-touch with real commuter frustrations.
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Bus Shelter Takeovers – Featuring broken glass and Deadpool quotes like:
“When life gives you broken windows, just remember: I WAS HERE!!” -
Subway Posters –
“See a weirdo? Don’t be a hero, you idiot! I’m the only hero here.” -
Instagram Campaign – Featuring Deadpool on TTC buses with Ryan Reynolds-style humor.
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AR Billboard Idea – Interactive social elements letting viewers “spot” Deadpool in real time.
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Digital App Feature – Gamified app concept where riders unlock Deadpool moments as they ride.
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Persona: Alex Thompson – a relatable young commuter balancing life, work, and a love for humor and community.
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Brand Essence: Heroic resilience with a wink.
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Tagline: Transforming mundane commutes into heroic tales.
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