The Super Mario Bros. Movie – On-Box Ad Campaign

As a Senior Visual Designer, I partnered with Amazon’s Brand Innovation Lab and Universal Pictures to design a large-scale On-Box Ad (OBA) celebrating the release of The Super Mario Bros. Movie.
This cross-functional project transformed the familiar Amazon box into an instantly recognizable “?” block, bringing a playful surprise to millions of customers’ doorsteps.

Creative Concept

The goal was to capture the nostalgia and excitement of Mario while promoting the movie’s theatrical launch.
The design featured bold yellow panels with the signature question-mark block, supported by movie branding, and QR codes that invited customers to scan for a chance to win or visit amazon.com/thesupermariobrosmovie for more content.

Execution

I led the visual layout and production design for the box, collaborating closely with Universal to integrate provided assets and with printing vendors to ensure color accuracy and brand consistency at scale.
More than 3.6 million boxes were produced and shipped across the U.S., creating one of Amazon’s most visible touchpoints of the campaign.

Impact

The campaign launched successfully in March 2023, delighting customers with an unexpected and collectible experience.
Seeing the design come to life — from concept art to full production at the International Paper facility — was a highlight that showcased the power of design in creating joy through everyday moments.

Client: NBC Universal
Role: Senior Visual Designer
Creative Director: Karina Bosiacka-Lilli
Program Manager: Nicolas Swaab
Launch: April 2023