ARRIVALS

As part of DC Universe’s presence at New York Comic Con, we took over the 33 digital screens at the nearest station to the convention, Hudson Yards. We used them to remind fans walking through the station that The Ultimate DC Membership has arrived and will be there at Comic Con.

We filled the screens with footage of DC heroes and villains walking, running, flying and er… swinging towards Comic Con. Showcasing some of the coolest shows and movies that are actually on DC Universe.

 

Check out the full executions below.

BRANDO. AS IN MARLON.

I recently worked with Marlon Brando.

Well, his voice.

I wrote and directed this DC Universe brand anthem, based on Brando’s monologue in Richard Donner’s first Superman movie.

In it, Jor-El (Superman’s father) guides Kal-El (Superman’s Kryptonian name) through the entire universe. I used the same speech to guide users through DC Universe in this nostalgia-inducing, highly emotional spot.

Sit back and go with him.

 

The anthem was played to a packed Hammerstein Ballroom to kickoff DC Universe’s New York Comic Con event. The event also featured the first two episodes of the first DC Universe Original Series, Titans, and panels and sneak previews of all their upcoming Originals content.

YOUR UNIVERSE

Now that we’ve explained what DC Universe actually is, the next phase of the campaign is to let fans and potential members know what’s in it for them.

In a series of short films we tied real fans to experiences on the platform. Starting with a full collection of DC Universe RTBs.

 

And continuing with RTB-specific experiences.

THIS IS YOUR UNIVERSE

And now it’s here.

We’ve been working with our friends at DC for over a year on the UI design, brand positioning and identity, and marketing for their new streaming-and-much-more service, DC Universe.

dcu-ipad@4x

The “and-more” is an important differentiator as far as the new wave of streaming services go. As well as being able to watch original shows, movies and classics on any device, members can also connect with other fans, contribute to the vast DC wiki, buy exclusive merch, win exclusive experiences and read a huge archive of digital comics, even on a big screen TV.

dcu-tv@4x

 

It launched today, Batman Day. The perfect day to reinvent the way fans will interact with their fandom, forever.

DC UNIVERSE LIVE

We just pulled off a massive feat with our friends at DC. A two and a half hour livestream, bringing DC Universe to life via clips, guests and competitions. All reflective of what the experience will be on the new platform. Fan engagement across social was at an all time high during the broadcast and caused a huge push on pre-orders.

If you have a spare 2 hours 30 minutes, sit back and enjoy.

If not, I’ll leave a recap below.

 

DC Universe Live
Run of Show

COUNTDOWN 
Starts 10 min before show goes live
Features countdown clock and pre-order messaging

INTRO VIDEO (PACKAGE) (:30)  
A mix of UI, content and titles, based on the trailer.
Get viewers pumped for what they are about to see.
#DCUniverseLive
The ultimate livestream
To launch the Ultimate DC Membership
Featuring Jim Lee / Teri Hatcher / Greg Capullo / Kevin Conroy and more
Hosted by Kevin Smith

HOST INTRO (STUDIO) (2 min)  
Kevin Smith introduces himself and hypes up the platform.
Kevin Smith needs to point out the DC Daily Show set.
Speaks to everything you can do on DC Universe: WATCH, READ, SHOP, CONNECT, EXPLORE, WIN, and the related content.
*Based on the marketing campaign, THIS IS YOUR UNIVERSE, talking points coming from DC.
Kevin talks about his favorite characters and story arcs and who will be in his universe (like Green Arrow and Batman). This is a theme that continues throughout the livestream.
Gives us a rundown of what we’ll see over the next 90 minutes.

OVERVIEW PACKAGE (1 min)  
Introduces Jim Lee “who’s going to tell us more…”

GUEST #1 – JIM LEE INTERVIEW (STUDIO) (5 min) 
Live on set
Talks about why DC created DC Universe
Talks about stuff they are super excited about: Titans, living room comic reader experience, etc.
Talks about who and what is in his universe (what he’s emotionally connected to)*
Jim will begin sketch that will be done over course of show
[PIP periodic check-ins via our Jim Lee Cam]
Introduces Batman sweepstakes. Jim will throw to Batman sweepstakes.

BATMAN SWEEPSTAKES (PACKAGE) (1 min)
Batman Sweepstakes and pre-order messaging.
Look & Feel based on DCU trailer

Watch

KEVIN and GEOFF JOHNS INTRODUCE WATCH (STUDIO) (:30) 
Kevin introduces Geoff Johns
Quick intro to everything you can WATCH on the platform, with an emphasis on Original Series which we segue to.

TITANS INTRO (STUDIO) (5 min) 
Geoff and Kevin discuss the show: its background, its origins, its many evolutions, its iconic status as a comic book, how it’s the most anticipated adaptation on DCU.
Drop on-service date.
Tease marketing campaign.
Introduce its logline and characters.
B-roll of Titans animations
Geoff throws to titles of other original programs coming to DCU

ORIGINAL SERIES SIZZLE (PACKAGE) (:30) 
Titles for Titans, YJ:O, Doom Patrol, Swamp Thing, Harley Quinn and Stargirl.
KEVIN AND GEOFF INTRODUCE YOUNG JUSTICE: OUTSIDERS (STUDIO) (:15)
Introduce Greg Weisman and Brandon Vietti on to discuss YJ:O

YOUNG JUSTICE: OUTSIDERS (STUDIO) (7 min) 
Greg Weisman and Brandon Vietti discuss YJ:O
Greg and Brandon unveil new exclusive clip from the show – DC*
Geoff announce exclusive prelude YJ:O comic, designed for the living room experience.

KEVIN INTRODUCES ROB KAMPHAUSEN (STUDIO) (:15) 
Kevin: “Now we’re going to hear from the guy who actually made DC Universe, to get the inside scoop on everything cool that’s coming…”

ROB KAMPHAUSEN PARTIAL REVEAL OF MFV ANIMATIONS (PACKAGE) (1 min)
Rob lists off some of the most anticipated MFV ANIMATIONS that will be on DCU
“As well as the DCU Original Series, we’ll also have a lot of fan favorites, like…”
[STAGE DIRECTION: Geoff, Brandon, and Greg leave set]

KEVIN INTRODUCES TIFFANY SMITH [CAST INTRO #1] (STUDIO) (2 min) 
TIFFANY SMITH joins Kevin
Talks about the new DC Daily Program
Tiffany is excited to be delivering the news daily
Tiffany throws to movies package

PARTIAL REVEAL OF MOVIES (PACKAGE) (1 min)
Curated fan montage as they excitedly read off some of the legendary movies that will be on DCU.
[STAGE DIRECTION: Tiffany sits with Jim]
“I love Superman!”

JIM LEE CHECK-IN (STUDIO) (:30) 
Tiffany sits with Jim and checks on status of the drawing

PARTIAL REVEAL OF TV SHOWS (STUDIO) (1 min)  
Kevin reads off some of the classic TV shows that will be on DCU
Including Lois and Clark: The New Adventures of Superman

KEVIN INTRODUCES TERI HATCHER (STUDIO) (5 min) 
Talks about who and what is in her universe*
Kevin asks specific questions about the show / particular episodes.
Show an HD clip
Kevin thanks Teri

KEVIN INTRODUCES KEVIN CONROY SEGMENT (STUDIO) (1 min)  
[STAGE DIRECTION: Clean single on Kevin]
“From ‘Truth’ to ‘Justice’, both in stunning HD.”
Segue from Kevin about how much he loves Batman: TAS
From one Kevin to another.

KEVIN CONROY (PACKAGE) (3 min)
Talks about who and what is in his universe*
Talks about Batman: TAS and how it will be in HD on the platform.
[STAGE DIRECTION: Lynda Carter leaves set, Tiffany joins Kevin on couch]

FAQ #1: WATCH (STUDIO) (2 min)
Kevin answers frequently asked questions surrounding WATCH on DC Universe
Text format from social
[Fan submissions used get subscriptions to service*]
MACHINIMA WILL CREATE GRAPHICS

COMING UP #1 (PACKAGE) (:15)
Interstitial announcing Greg Capullo, George Perez retrospective, live unboxing and giveaways.
Approx. time of segments coming up.

PRE-ORDER MESSAGING ANIMATION #1 (PACKAGE) (:15)
15 seconds of “Don’t miss your chance to pre-order” type messaging.
Batman Sweepstakes reminder.
All the WATCH content you’ll get.

Read

KEVIN INTRODUCES READ (STUDIO) (:15) 
Quick intro to everything you can READ on the platform and the living room comic reader experience.

PARTIAL REVEAL OF COMIC LIST #1 (STUDIO) (1 min) 
Kevin reads off 10 of the most anticipated story arcs that will be on DCU
Throw to Rob Kamphausen package

ROB KAMPHAUSEN DEMOS READ on DC UNIVERSE (PACKAGE) (2 min)
Rob takes the audience through READ on DC Universe.
Rob segues to Scott and Greg with something like “now that you know how it works on a tablet, let’s see how Scott and Greg react to the living room experience”

SCOTT SNYDER* / GREG CAPULLO (PACKAGE) (3 min) 
Scott shows Greg the living room comic experience for the first time
Includes: flashback footage of Court of Owls at SDCC
Greg talks about his universe

PARTIAL REVEAL OF COMIC LIST #2 (PACKAGE) (1 min)
Scott and Greg read off another 10 of the most anticipated story arcs that will be on DCU

JIM LEE CHECK-IN (STUDIO) (:30) 
Kevin welcomes us back
Kevin throws to Jim for a status update

FAQ #2: READ (STUDIO) (3 min) 
Kevin answers frequently asked questions about READ on DC Universe. Scripted answers.

KEVIN INTRODUCES JOHN BARROWMAN* [CAST INTRO #2] (STUDIO) (2 min) 
JOHN BARROWMAN joins Kevin
Talks about the new DC Daily Program
Barrowman introduces next segment: George Perez Career Retrospective

GEORGE PEREZ CAREER RETROSPECTIVE (PACKAGE) (3 min) 

PARTIAL REVEAL OF COMIC LIST #3 (PACKAGE) (2 min) – LIVE W/ JOHN BARROWMAN AND TIFFANY SMITH
John and Tiffany reveal 5 more comics and then throw to montage of fans
Curated montage of fans revealing more of the most anticipated story arcs on DC Universe, including any by George Perez.

COMING UP #2 (PACKAGE) (:15) 
Interstitials announcing the live unboxing, our chance to hear from DC fans around the country, more guests and giveaways.
Approx. time of when segments will air.

PRE-ORDER MESSAGING ANIMATION #2 (PACKAGE) (:15)
:15 seconds of “Don’t miss your chance to pre-order” messaging based around the comics offering.
Batman sweepstakes reminder.

Shop

KEVIN INTRODUCES SAMM LEVINE [CAST REVEAL #3] (STUDIO) (2 min) 
SAMM LEVINE joins Kevin
Talks about the new DC Daily Program
Wearing a new DC shirt
B-roll of t-shirts/other merchandise – DC

JUSTICE LEAGUE FIGURINES UNBOXING AND FAQ #3 (STUDIO) (5 min)  
Samm unboxes the Justice League Animated Series action figures.
Rest of cast plays along.
Mixed with pre-shot visuals of the merch.
Everyone plays with toys.
Kevin answers frequently asked questions about SHOP on DC Universe
T-shirt designs and other apparel on set screens.

PRE-ORDER MESSAGING ANIMATION #3 (PACKAGE) (:15) 
:15 seconds of “Don’t miss your chance to pre-order” messaging.
Batman Sweepstakes reminder.

Connect

JIM LEE CHECK-IN (STUDIO) (:30) 
Kevin welcomes us back
Kevin throws to Jim for a status update

KEVIN INTRODUCES MARKEIA MCCARTY, CLARKE WOLFE [CAST REVEAL #4] (STUDIO) (2 min) 
MARKEIA MCCARTY, CLARKE WOLFE join Kevin
Talks about the new DC Daily Program
Markeia and Clarke introduce CONNECT and throw to Rob Kamphausen

ROB KAMPHAUSEN DEMOS CONNECT on DC UNIVERSE (PACKAGE) (2 min)
Rob takes the audience through CONNECT on DC Universe.

KEVIN INTRODUCES BRIAN TONG [CAST REVEAL #5] (STUDIO) (2 min) 
BRIAN TONG joins Kevin
Talks about the new DC Daily Program
Brian introduces first fan segment*
Quick intro to how you can CONNECT with other fans on the platform
“DC Universe is all about you, the fan, so let’s see how DC fans are connecting on it…”

FANS AND INFLUENCERS EXPERIENCING CONNECT (PACKAGE) (2 min)
Curated supercut of DC fans and influencers experiencing CONNECT on DC Universe (Beta).

KEVIN INTRODUCES SAM HUMPHRIES, JOHN KOUROUNIS [CAST REVEAL #6] (STUDIO) (2 min) 
SAM HUMPHRIES and JOHN KOUROUNIS join Kevin
Talks about the new DC Daily Program
Sam and John do FAQ with Kevin

FAQ #4: CONNECT (STUDIO) (3 min)  
Kevin, John, and Sam answer frequently asked questions about CONNECT on DC Universe

COMING UP #3 (PACKAGE) (:15)
Interstitials announcing DCU Presents, giveaways, Jim Lee returning.
Approx. time of segments.

PRE-ORDER MESSAGING ANIMATION #4 (PACKAGE) (:15) 
:15 seconds of “Don’t miss your chance to pre-order” messaging based around fan-centricity.

Explore

KEVIN INTRODUCES HARLEY QUINN SMITH [CAST REVEAL #7](STUDIO) (3 min) 
HARLEY QUINN SMITH joins Kevin
Talks about the new DC Daily Program.
Talks about EXPLORE while Rob demos as b-roll

DC DAILY VERSUS (STUDIO) (3 min) 
Sam Humphries moderates, everyone else plays including Kevin
[Questions to be provided by DC*]
Entire segment will be scripted, including graphics

DC DAILY SOCIAL TRIVIA (STUDIO) (5 min)  
Different cast members ask questions to different platforms
Across various streaming services (Youtube, Twitch, Facebook, Twitter)*
Everyone available in building as ringers
Prize is bragging rights

PRE-ORDER MESSAGING ANIMATION #5 (PACKAGE) (:15) – DC 
:15 seconds of “Don’t miss your chance to pre-order” messaging.
Batman Sweepstakes reminder

Win

KEVIN INTRODUCES WIN (STUDIO) (:15) 
DCU is here to make your fandom better. Like offering exclusive opportunities to WIN.

KEVIN HIGHLIGHTS BATMAN SWEEPSTAKES (STUDIO) (1 min) 
Kevin does one last callout for the ongoing Batman Sweepstakes

SHOWCASE AQUAMAN SDCC WINNER (STUDIO) (1 min)  
Show winner, maybe 10-second pre-recorded video from Skype if fan is available

FAQ GIVEAWAY (STUDIO) (1 min) 
Announce pre-selected winners from fans who submitted questions.

PRE-ORDER MESSAGING ANIMATION #6 (PACKAGE) (:15) – DC 
:15 seconds of “Don’t miss your chance to pre-order” messaging, based on WIN.
Reminder about Batman Sweepstakes.
[STAGE DIRECTION: Jim Lee walks back over to Kevin, joins full cast]

Outro

KICK OFF COUNTDOWN TO SERVICE LAUNCH (STUDIO) (2 min) 
Live on set, Jim reveals his drawing. Adds it to the Batman Sweepstakes.
Kevin and Jim note that we are officially xx day, minutes, hours from launch and gives a final reminder to pre-order now.

POST ROLL (15 min) 
#DCUniverseLive has ended
Pre-order now messaging

EVERYONE GETS A UNIVERSE

You get a universe. And you get a universe. And you get a universe.

Our campaign for DC’s new streaming-and-much-more platform, DC Universe, launched today.

 

Built around the idea that fans can personalize the entire experience and inhabit their very own version of the DC Universe, we tapped into a host of DC superfans’ wildest dreams.

The above trailer accompanies PR, paid and organic social and paid digital media. All roads lead fans to the marketing site to learn more and sign up for updates:

DCU Marketing Site

 

This is phase one of the launch. Keep an eye out for prelaunch activity through San Diego Comic Con and the full launch of the platform itself.

 

UPDATE

Getting great feedback from fans already.

Screen Shot 2018-06-28 at 10.56.40 PMScreen Shot 2018-06-28 at 10.54.58 PMScreen Shot 2018-06-28 at 10.54.41 PMScreen Shot 2018-06-28 at 10.52.20 PMScreen Shot 2018-06-28 at 10.51.46 PMScreen Shot 2018-06-28 at 10.51.11 PMScreen Shot 2018-06-28 at 10.50.12 PMScreen Shot 2018-06-28 at 10.49.16 PMScreen Shot 2018-06-28 at 10.47.42 PMScreen Shot 2018-06-28 at 10.46.20 PMScreen Shot 2018-06-28 at 10.45.49 PMScreen Shot 2018-06-28 at 10.45.23 PMScreen Shot 2018-06-28 at 10.43.43 PMScreen Shot 2018-06-28 at 10.43.23 PMScreen Shot 2018-06-28 at 10.42.46 PMScreen Shot 2018-06-28 at 10.42.17 PMScreen Shot 2018-06-28 at 10.41.26 PM

 

Launch day’s not even over and there’s already a 10 minute dissection of fan theories based on the new trailer. Love this audience. Enjoy:

DC

A manifesto for Warner Bros and DC theatrical.

WB wanted to position DC so they could reclaim their iconic place in culture in a world where superheroes rule the day.

The manifesto was the first step, and it was written to speak to fans of DC films specifically (as opposed to comics, tv or games).

It became a much-loved brand film, shown in Hall H at the 2017 San Diego Comic Con.

DC Manifesto-1DC Manifesto-2DC Manifesto-3DC Manifesto-4DC Manifesto-5DC Manifesto-6DC Manifesto-7DC Manifesto-8DC Manifesto-9DC Manifesto-10DC Manifesto-11DC Manifesto-12DC Manifesto-13DC Manifesto-14DC Manifesto-15DC Manifesto-16DC Manifesto-17DC Manifesto-18DC Manifesto-19DC Manifesto-20