Spider-Man 2

Spider-Man 2 was PlayStation’s biggest game launch of the year. Following the tremendous success of 2018’s Spider-Man and 2020’s Spider-Man: Miles Morales, Marvel’s Spider-Man 2 was set to release to enormous expectations. With playable versions of both Miles Morales and Peter Parker, the game was based on one foundational idea: that people are "Greater Together."

In an increasingly remote world, how do we leverage the concept of togetherness to turn the release of Marvel’s Spider-Man 2 into a momentous event not just in the world of gaming, but in pop culture at large?

Based on web search alone, Spider-Man is the world’s most popular superhero and nothing symbolizes Spider-Man as succinctly as his Spidey Suit. We decided to unite creators and celebrities with unique audiences around the globe using their connection to and ubiquitous love of Spider-Man’s suit.

To help realize the vision of global celebrities and their massive audience, we enlisted the help of renowned fashion designer KidSuper. With KidSuper’s expertise in design and fabrication, we called on our talent to communicate their unique concept for a one-of-a-kind Spidey Suit in a series of discussions with KidSuper. After KidSuper’s designs were revealed to the world, the suits were to be made available in-game for gamers around the globe. 

With over 2.5 million units sold in its first day on the market, Marvel’s Spider-Man 2 became the fastest selling PlayStation exclusive ever, outpacing another familiar success story—last year’s God of War: Ragnarök. While the in-game versions of the custom Spidey Suits weren't available until 2024, the campaign was a smashing success, with interactions from fans and creators worldwide—a key activation in one of the most successful PS5 launches in history. 

American Advertising Awards Los Angeles Competition

Silver – Social Media Campaign