Warner Bros., Hearts & Science turn Jakarta's skyline into a Superman spectacle

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Warner Bros.’ latest “Look up” campaign for the new Superman film found striking expression in the skies of Jakarta. Tasked with translating the campaign’s core message into something unforgettable for Indonesian audiences, agency Hearts & Science turned to an icon of the city’s skyline: the Autograph Tower.

Soaring at 382.9 metres (1,256 feet), the newly completed skyscraper was wrapped in a giant Superman sticker - an execution designed not just for attention, but for awe.

The choice of venue was deliberate. Positioned in the Thamrin area, a high-footfall zone known for its weekend Car Free Day crowds and community buzz, the tower offered Warner Bros. more than just height - it offered cultural proximity. With over 100,000 weekend visitors in the area, the brand effectively planted a statement that was impossible to miss.

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“Bringing Superman to life on one of Indonesia’s most iconic buildings has been a landmark moment for us,” said Oscar Prajnaphalla, head of theatrical marketing, Warner Bros. Indonesia. “This execution wasn’t just a media placement; it was a cultural statement that sparked a real public connection.”

“Rooted in the global ‘Look up’ campaign, the idea encouraged people everywhere to look up just as Superman inspires us to do. The collaboration with our agency played a pivotal role in shaping this bold, resonant idea into an execution that stood out locally. It’s a proud moment for Warner Bros. Indonesia to contribute to a unified global brand story,” Prajnaphalla added.

The campaign, which ran from 30 June to 15 July, was supported by drone footage and digital content designed to encourage sharing and virality. It racked up 560,000 eyeballs from building visibility alone, while geo-fenced push ads drove 33,000 clicks. On social media, the campaign gathered a total of 31,000 views across Meta, TikTok, and YouTube, with KOL collaborations delivering an engagement rate of 3.5%.

“This activation is a testament to our team’s creativity, precise planning, and relentless spirit to deliver bold ideas that resonate locally while staying true to a global vision,” said Rochelle Chhaya, CEO of Hearts & Science Asia Pacific.

“Bringing this campaign to life in Indonesia challenged us to think bigger and aim higher. By transforming Jakarta’s tallest landmark into a beacon for Warner Bros.’s latest Superman movie, we created an unmissable moment that stops consumers in their tracks to look up and share the experience,” she added.

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