Lionsgate hails work of creative agency Fluid as John Wick Experience opens

Lionsgate has paid tribute to the work of creative agency Fluid as its John Wick Experience opens.

Fluid crafted the key art and product designs for the experience shop at the John Wick Experience in Las Vegas. The agency has also worked with Lionsgate on projects spanning four John Wick movies, the John Wick Live Experience and upcoming spin-off John Wick: Ballerina.

“Projects like this are dream briefs for the team and myself – mixing our exceptional creativity and deep knowledge of the licensing world with a passionate understanding of the John Wick franchise that can’t be faked!” said Fluid’s Creative Director of Licensing, Stacey Bates-McCue.

“Nothing we create is cookie-cutter. For example, rather than using talent photography, our team’s bespoke illustrations were hand-painted, and illustrated – and approved first time! We’re passionate about aligning all our creative with the brand’s core values – it’s fun to weave in easter eggs and subtle nods to a decade of John Wick, creating work we know really vibes with the fans.”

Lionsgate VP of Brand Creative, Jerry Sabatini, added: “Fluid are my gold-star agency. This mighty crew deliver some of the most robust, polished, exuberant, on-brand assets one could have hoped to receive. When we needed a killer, comprehensive, franchise-defining licensing guide, it had to be Fluid. How could it not be? They’re geeks in all the right ways; enthusiastic deep-diving uber fans who routinely over deliver.

“They take every bit of direction, honouring brand boundaries, responding to challenges with clever, well-executed solutions. The assets sailed through stakeholder approvals and were in the hands of merch partners in time for film release. Flawless victory. You run with them, you get their very best each and every time.”