This exec shredded Disney’s family-friendly marketing blueprint to promote ‘Deadpool & Wolverine’

Disney’s Asad Ayaz is one of Fast Company’s Brands That Matter CMOs of the year for embracing Deadpool’s edgy appeal to market the Marvel movie.

By many critical accounts, Disney’s Marvel Studios had been in a skid since 2019’s Avengers: Endgame. So the assignment to market a new Deadpool film—six years after its last installment was released by a different studio—wasn’t an easy one.