Samsung expanded its partnership with Sony Pictures’ Spider-Man: Brand New Day by bringing fan-favorite Jacob Batalon into Team Galaxy and launching a cinematic campaign that blurred the line between branded entertainment and the Marvel universe.
Directed by Emmy-nominated filmmaker and Marvel veteran Kasra Farahani, the campaign followed Spider-Man as the Fabricator engineered Samsung Galaxy devices designed to survive the wear and tear of superhero life. The film combined original footage with scenes from Spider-Man: Brand New Day, giving fans an early look at the movie while naturally integrating Samsung’s latest foldable devices into Peter Parker’s world.
The campaign also marked Batalon’s official debut as a Team Galaxy ambassador. Earlier in the summer, the actor reprised his role as Ned Leeds to introduce Spidey Tracker, an interactive fan experience powered by Samsung Galaxy. The new campaign built on that activation, with Ned using the tracker to follow Spider-Man’s latest adventures while teasing Samsung’s Galaxy Unpacked event. Watch below:
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“The most successful partnerships create stories fans genuinely want to experience, with technology integrated in ways that feel natural to the characters and stories they love,” said Keena Grigsby, Chief Marketing Officer and Vice President of Mobile eXperience at Samsung Electronics America.
Batalon called the collaboration “a natural extension beyond the movie,” adding that using the Galaxy Z Fold7 and Galaxy Watch during production made joining Team Galaxy an easy fit.
The campaign served as the latest example of Samsung’s strategy of using entertainment partnerships to showcase new products through original storytelling rather than traditional product demonstrations.
Spider-Man: Brand New Day opens in theaters on the 31st.
CREDITS:
BRAND: Samsung
AGENCY: In-house
PRODUCTION COMPANY: Chromista
Director: Kasra Farahani
