Benefit Cosmetics tasks Inkling with activity around Marvel Entertainment SpyGal comicbook superhero tie-in


By Stephen Lepitak, -

January 16, 2014 | 2 min read

Benefit Cosmetics has turned to creative marketing agency Inkling to develop activity to bring to life SpyGal, the first beauty-inspired comic book hero.

The brief was awarded as the result of a partnership between Marvel Entertainment and Benefit Cosmetics, which will see Inkling produce a number of video content teasers and experiential activity, led by production director Will Parkinson, creative director, David Proudlock and digital director Jono Marcus.

Parkinson said: “Benefit have really exciting plans for 2014 and we love briefs like this, which ask us to take something from initial ideas, right through to storyboarding, then to online films and real-world experiences”.

To develop the character, Marvel enlisted writer James Asmus, who has worked on the Uncanny X-Men and Captain America comics and artist Phil Noto, who has drawn Avengers: The Origin and X-Men Origins.


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