Maleficent - Mistress Of Evil

The campaign for ‘Maleficent: Mistress of Evil’ needed to be fun. But coming six years after the original, with the legacy fans now in early teens, it needed to up the attitude.

Back in Black was a hugely successful part of the campaign.To celebrate the character's come back we shot ‘Maleficent’s’ transformation back into ‘Angelina Jolie’, then reversed the cut to put her back in Black. Finished in a black and white palette this piece established a look that cuts across the campaign.

Family is one of the films major themes. So for this piece on the world premiere, we ditched the red carpet and centred on family.

This was shot, cut and released on the night.

For Alexander McQueen we made this piece showcasing the iconic brand’s clothes & accessories as worn by Angelina for the press tour. We shot this for real, on the go, as Angelina got ready in her hotel.

We ‘butterflied’ the shots to reference Maleficent’s wings unfolding.

Back in the world of technicolour for home entertainment, a more traditional approach was taken here to tie in more with the actual film rather than its marketing. 

We liked the idea of exploring some of the interesting smaller characters in the film. This piece was about Lickspittle, a confused pixie working for the evil Queen.