Superman

Timed around the release of Superman, we developed a creator-led campaign designed to give the soundtrack a life of its own on social.

The strategy focused on two distinct pieces of music from the film, each with its own creative direction. Rather than relying on traditional film promotion, we built content around themes and behaviours that could naturally live within creators’ existing formats and audiences.

As the campaign progressed, we used live performance signals to shape the next wave of content. When certain formats began significantly outperforming, we shifted more of the campaign in that direction - allowing the strategy to evolve around what audiences were actually responding to.