The campaign

Spider-Man: Across the Spider-Verse is the sequel to the Academy Award–winning animated film Spider-Man: Into the Spider-Verse, produced by Columbia Pictures and Sony Pictures Animation in association with Marvel.

To celebrate the film’s theatrical release, we developed a cross-channel campaign that captured the energy, artistry, and innovation of the Spider-Verse world while driving fan engagement and loyalty program participation.

Our approach expanded on the success of the first campaign, delivering a fully integrated sweepstakes experience that invited users to “Meet Your Match in the Spider-Verse.” Fans could enter for a chance to win the Multi-Dimensional Prize Pack featuring a PlayStation®5 console and participate in daily instant-win games for additional prizes.

Working across web, email, and social, we designed a bold, kinetic visual system inspired by the movie’s multi-dimensional aesthetic—blending glitch motifs, dynamic gradients, and motion elements to reflect the visual complexity of the film. Each touchpoint extended the cinematic feel of Across the Spider-Verse into the digital space, ensuring an immersive, collectible-like experience for fans.

The campaign included:

• A custom sweepstakes microsite and instant-win game

• A targeted email series driving entry and daily engagement

• Social content across Facebook, Instagram, and X

• On-site and in-app promotional placements across Sony Rewards

• Paid and organic social video creative to amplify reach

This unified approach ensured that audiences encountered cohesive, high-impact creative across every channel—building excitement around the film, strengthening loyalty participation, and driving measurable engagement lift.

Below are selected creative executions from the campaign.