Spider-Man makes Singapore his latest playground

Spider-Man has found a new neighbourhood to protect, with OMD Singapore and Sony Pictures transforming parts of Singapore into an interactive playground ahead of the release of Spider-Man: Brand New Day on 30 July.

Developed by Omnicom Media (OM) agency OMD Singapore together with Omnicom Media's content arm, the campaign combines community experiences, high-impact media placements and digital activations to build excitement for the latest instalment in the Spider-Man franchise.

At the heart of the campaign was a community mural activation at *SCAPE, where the venue's main plaza and skatepark were transformed into a collaborative art space. On 18 July, members of the public joined local graffiti artists to create a Spider-Man-inspired mural, with the experience amplified through a content partnership with TheSmartLocal (TSL).

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The campaign also introduced a hyper-realistic CGI execution showing Spider-Man swinging through some of Singapore's most recognisable buildings and landmarks, designed to drive online conversations and social sharing.

According to OMD Singapore and Sony Pictures, the campaign was developed against a backdrop of increasing competition at the box office, with audiences becoming more selective about the films they watch.

Rather than focusing solely on the superhero's action sequences, the campaign leaned into Spider-Man's relatability, highlighting the character's resilience, difficult choices and everyday humanity. The creative strategy positioned Spider-Man: Brand New Day as both a fresh chapter for the franchise and a celebration of the qualities that have made the character resonate across generations. 

To support the launch, OMD rolled out a series of high-impact media placements across Singapore, including out-of-home advertising at the Bugis Junction MRT stairway, TikTok TopView placements during launch weekend and a Grab takeover featuring a branded vehicle icon and in-app screen takeover.

The campaign will continue after the film's release through a Samsung connected TV roadblock, a fully wrapped bus travelling across Singapore, creator partnerships, and additional social and digital activations.

“Spider-Man has always been a very relatable hero. We wanted Singapore to fall in love again with the world’s beloved superhero. Together with OMD, we built a campaign that brought him into our own neighbourhoods, so audiences feel they are a part of the community," said Irene Tay, marketing director, Sony Pictures Singapore.

In tandem, Jake Su, content and partnerships director, OM Singapore, added, “As one of the most recognisable heroes, we wanted to give Peter Parker or Spider-Man a grand stage but still emphasise the roots he has to community. The *SCAPE mural activation allows us to not only celebrate heroism, but also give fans an opportunity to leave their mark, joining the hero and our community in a vibrant and exciting way.”

Meanwhile, Sienna Lee, account director, OMD Singapore, said, “With superhero fatigue setting in, we knew this return needed both scale and personality, so we went big with high-impact takeovers across OOH, CTV and TikTok to make it impossible to miss, while grounding the story in what makes Spider-Man different, his relatability. From hyper-realistic CGI content of Spider-Man swinging through the Singapore skyline to the community mural at *SCAPE, every touchpoint was built to make Singaporeans feel like the hero themselves.”

Meanwhile, the campaign forms part of a broader Spider-Man marketing push across Singapore. Earlier this month, Disney launched "Spider-Man: World of webs", an immersive pop-up experience at Plaza Singapura running from 25 July to 15 August ahead of the release of Spider-Man: Brand New Day.

Part of Disney's wider Southeast Asia campaign celebrating Spider-Man Day on 1 August, the activation invites fans to step into the role of "Web-warriors", helping Spider-Man protect the web connecting cities across the region from some of his greatest villains.

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