The Brief
Sony Pictures briefed Digital Fox Talent to drive awareness and social buzz for the theatrical launch of Spider-Man: Into the Spider-Verse by placing pop culture creators at the film's UK premiere. The goal was to generate authentic, fan-driven content that would reach engaged superhero and animation audiences ahead of release.
The Execution
Digital Fox Talent sourced and managed 22 pop culture creators — spanning superhero, comic book, and entertainment niches — to attend the Spider-Man: Into the Spider-Verse premiere. Creators were selected for their genuine passion for the Spider-Man universe and their ability to produce high-quality content on the ground. On the night, a dedicated photography session and branded props were provided to maximise content output, giving each creator the tools to produce polished, shareable material that felt authentic rather than promotional.
The Results
The campaign generated 202 pieces of content across the 22-creator roster, delivering 637,292 views and reaching highly engaged pop culture audiences at the moment of maximum cultural momentum — the premiere itself. By placing passionate fans rather than traditional press at the event, the content carried an authenticity that resonated strongly with Spider-Man's core audience, driving conversation and excitement in the lead-up to release.
The Creators
This campaign brought together 22 pop culture creators — covering superhero content, comic book breakdowns, cosplay, and entertainment reaction channels — all united by a genuine love of the Spider-Man universe. Rather than a traditional press junket, Digital Fox Talent placed creators who could connect with audiences authentically, producing content that felt like fan coverage rather than marketing. Each creator attended the premiere, participated in the photography session, and used the branded props to generate content across their own platforms in the days surrounding the release.