In the run up to the launch of Deadpool 2, Twentieth Century Fox were looking for ways to break the record for the highest grossing R-Rated film (which they set with the first Deadpool film). To do that, they would need to reach the widest audience possible. In New Zealand, that meant the TVNZ audience.

So they approached us to find a way to integrate Deadpool's irreverent, disruptive character into a message that reached our audience and sold the idea of the film.

That's how Deadpool ended up taking over so many TVNZ brand, channel, and platform assets - starting with the Broadcasting Standards Authority PSA. Ryan Reynolds and the Deadpool marketing team loved the idea so much that they carved out precious time for Ryan to voice - and tweak the script of - the BSA PSA himself. They even got the local pronunciation of TVNZ (TeeVeeEnZed) correct.

In the weeks ahead of the worldwide premiere, the TVNZ OnDemand website was transformed, featuring Deadpool 2 front and centre. A Deadpool logo appeared in the main navigation section of the site. Deadpool transformed the show tiles of a number of mainstay TVNZ OD programmes. And a dedicated show page was created to house film trailers, behind-the-scenes clips, and a competition to win Deadpool 2 swag.

Iconic TVNZ channel idents also got the Deadpool 2 makeover.

And other channel assets - such as the TVNZ Duke Interstitial Quiz - were transformed.