anyone can be super

Built on the belief that anyone can be a hero, Amazon partnered with DC Studios and Warner Bros. to transform Superman into a Prime member, exclusive cultural moment, unlocking early access, driving anticipation, and turning everyday actions into meaningful impact through a seamless blend of commerce, entertainment, and community.

Amazon x DC Studios x Warner Bros.: Superman Prime Early Access

Amazon partnered with Warner Bros. and DC Studios to drive cultural momentum ahead of the theatrical release of Superman by transforming a traditional film launch into a Prime member–exclusive experience. The initiative positioned Prime not just as a utility, but as a gateway to premium access, unlocking early screenings and deepening member value through entertainment.

At the center of the campaign was a reimagining of the movie premiere within the Amazon ecosystem. Prime members were given exclusive early access to screenings three days before nationwide release, creating urgency and elevating the perception of membership as a cultural access pass. A seamless commerce-to-entertainment journey was built through integration with Fandango, allowing customers to discover and purchase tickets directly within the Amazon experience.

The creative approach was rooted in the idea that “anyone can be super,” connecting the emotional core of Superman with the everyday actions of Prime members. This narrative came to life through a co-branded hero film that emphasized optimism, accessibility, and small acts of heroism, bridging brand storytelling with fan culture.

The campaign extended beyond access by introducing a purpose-driven layer, enabling customers to round up ticket purchases in support of Boys & Girls Clubs of America. This philanthropic integration added meaningful impact, aligning the campaign with themes of community and empowerment.

The experience was brought to life through a dedicated Prime Early Access hub, a frictionless integrated ticketing flow, and a hero campaign film that unified commerce, entertainment, and purpose into a cohesive ecosystem.

The campaign elevated Prime beyond a transactional service into a cultural platform, driving early demand and anticipation for the film while reinforcing Amazon’s position at the intersection of commerce, entertainment, and community impact.

Role: Creative Director
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, while collaborating cross-functionally with Amazon teams to integrate retail, entertainment, and user experience into a unified, seamless customer journey.

Team: 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

Prime Early Access hub showcasing a seamless desktop and mobile experience for discovering and purchasing exclusive Superman early screening tickets.

A co-branded Superman storefront bringing together early access tickets and exclusive merchandise in one unified Prime experience. (Click image to see storefront.)