Julia Howe, as interviewed by David Griner:

We asked ourselves, if Deadpool wanted to self-promote himself at retail, how would he do it? The character is a treasure trove of pop culture references, so it just seemed like the logical solution.

Was fun seeing the initial pictures flood social media over the last week. While it was obviously an agency-driven campaign, it was still refreshing to see something new, and simultaneously fearing quite a few copycats considering the success.