Amazon x DC Studios X Warner brothers | ‘Superman’ Prime Early Access

Role: Creative Director
Partners: Amazon, Warner Bros., DC Studios
Category: Entertainment, Retail, Membership Experience

Amazon Brand Innovation Lab Team:
Rob Alley / Head of Global Entertainment & US Beauty, Steve Paul / Sr Creative Lead, Joe Moon / Sr. Copy, Premium Content Production, Prime Video & MGM Studios, Stephanie Dziczek / Senior Producer, Brand Innovation Lab

Overview

To drive cultural momentum ahead of the theatrical release of Superman, Amazon partnered with Warner Bros. and DC Studios to create a Prime member–exclusive early access moment, transforming a film launch into a high-value membership experience.

The Opportunity

Reimagine what a movie premiere could look like within the Amazon ecosystem, leveraging Prime not just as a utility, but as a cultural access pass. The goal: deepen member value while building anticipation for one of the year’s most iconic film releases.

Creative Approach

We developed a campaign rooted in the idea that “anyone can be super”connecting the emotional core of Superman with the everyday heroism of Prime members.

  • Positioned Prime as the gateway to exclusive early screenings (3 days before nationwide release)

  • Built a seamless commerce-to-entertainment journey via Fandango integration on Amazon

  • Introduced a purpose-driven layer, enabling customers to round up ticket purchases to support Boys & Girls Clubs of America

  • Launched with a co-branded hero film reinforcing optimism, accessibility, and small acts of heroism

Execution

  • Prime Early Access Hub: Dedicated landing experience for ticketing and discovery

  • Integrated Purchase Flow: Frictionless ticket buying through Amazon x Fandango

  • Hero Campaign Film: Emotional storytelling bridging brand, fandom, and purpose

  • Philanthropic Mechanic: Built-in donation feature tied to ticket purchase

My Role

  • Led creative direction across the campaign from concept through execution

  • Partnered directly with Warner Bros. and DC Studios stakeholders to ensure brand and narrative alignment

  • Collaborated cross-functionally with Amazon partner teams to integrate retail, entertainment, and UX touchpoints into a cohesive experience

Impact

  • Elevated Prime beyond utility into a cultural access platform

  • Drove early demand and anticipation for the film’s release

  • Reinforced Amazon’s position at the intersection of commerce, entertainment, and community impact