To bring the world of Spider-Man: Homecoming to life, we aimed to find new and unexpected ways to give die-hard fans a glimpse into his world while capturing the attention of a global audience. To accomplish this we created an international social campaign for fans to dive into and explore our series of motion comic book covers, iconic memes, 3D plane breakers, in-world text conversations, countdowns and custom Instagram stories.
We reimagined classic Spider-Man comic book covers as live-action motion posters featuring Tom Holland as Spider-Man and Michael Keaton as Vulture.
To honor the beloved Spider-Man ‘67 memes, we gave them a modern-day twist by updating them with hilarious copy on top of custom CG renders and illustrations of Spidey’s newest suit to become shareable works of art.
These kinetic social videos caught fans off guard by breaking their feeds with unexpected moments of action from the film while destroying the interfaces of Instagram and Facebook across global markets.
These social assets were designed to look like text messages between Peter and the people in his life. So whether he was talking to Aunt May about his whereabouts or answering Ned’s seemingly never- ending questions about what it’s like to be I, each text was typed out, sent, and replied to in real-time, making it feel like a conversation that is happening at that very moment.