Warner Bros.

Nine months out, we developed a strategy to distinguish Aquaman from the rest of the DC Universe, to frame him as the “Everyman” of superheroes. To highlight this fresh relatability, we leveraged the presence – and social following – of star Jason Momoa. Special shoot content excited fans while high-end social pieces teased an epic ride. Aquaman roared to a $67M Christmas launch, the first of three straight weekends at #1 worldwide.


We mixed high-energy, tentpole movie fun on official channels with special shoot treats for followers of Jason’s Instagram. From jumping off a cliff in Hawaii to announce the trailer drop, to “insider” peeks of him on the Aquaman global promotional tour, original content leaned into Jason’s “everyman” appeal.