Our main objective for this campaign was to effectively display the sheer force of this new, powerful superhero. We wanted the audience to feel the action, even on their smaller mobile screens. In order to better accomplish this we decided early that we’d need some room to play with. We designed a variety of floating 3D frames that housed the videos and moved on all 3 axes. This would give us the dimension & subtle movement needed to convincingly explode the action out of and back into the frame.
It would also allow room for “cause & effect” elements such as lightning strikes, falling debris, sparks and camera shakes to punctuate the impactful moments in each video. Another major focus was re-introducing the co-stars and the first-ever Superhero comic book squad: The Justice Society. Comprised here of the legendary Hawkman, Cyclone, Dr. Fate and Atom Smasher, this storied crew helped provide a different vibe & color palette to the overall campaign. In addition to the hard-hitting spots, Instagram story series like “Movie Magic” took the audience behind the scenes while the “Fire ‘Fits” series added an interactive dimension, allowing the audience to rate each costume design. We tallied a total of 36 video deliverables in this, our 6th award-winning campaign in the past three years. A campaign that we’d like to think played a small part in helping Black Adam debut as the number one digital movie in the US.