WHEN
SPIDER-MAN
NEEDED DUBLIN,
WE ANSWERED.
Over a million views online. A parkour runner in a real Spider-Man suit from LA. One day in Dublin that became a standout campaign for the studio in Ireland.
THE CHALLENGE
Sony Pictures wanted to create hype around their summer blockbuster “Spider-Man: Far From Home.” The film sees Peter Parker embarking on a European tour. Headcase was enlisted to help.
The challenge was cutting through the noise of a massive global film launch. Every market was doing Spider-Man activations. How do you make Ireland's campaign memorable? How do you generate organic PR and social conversation in a crowded entertainment landscape?
We saw an opportunity. Peter Parker was touring Europe in the film. That tour wouldn't be complete without a stop in Dublin. The question became: what would Spider-Man do if he spent a day in Ireland's capital?
THE APPROACH
We brought Spider-Man to Dublin. Not CGI. Not animation. A real parkour runner in an authentic Spider-Man suit supplied from LA, swinging through the city's most iconic locations.
The approach was writing, planning, and producing a fast-paced event and video. Spider-Man got out and about and into all sorts. From Dublin landmarks to unexpected moments that only make sense in Ireland.
We wanted reactions that felt genuine. People spotting Spider-Man on Grafton Street. Tourists doing double-takes. The kind of moments that people pull out their phones to capture and share immediately.
The production had to balance spectacle with authenticity. Big enough to generate excitement. Real enough that people believed Spider-Man had actually visited Dublin. Every location, every stunt, every interaction was designed to create shareable moments.
THE WORK
Spider-Man Does Dublin
Our Spider-Man hit every iconic Dublin location you'd expect and several you wouldn't. The parkour runner brought athletic authenticity to the stunts. The real suit from LA made it feel like the actual character had left the screen and landed in Ireland.
We filmed Spider-Man navigating Dublin streets, interacting with locals, and yes, watching Kilkenny hurling. Because if Spider-Man's doing a proper Dublin day, he's getting the full Irish experience.
30-Second Viral Hit
The 30-second video was fast-paced, energetic, and packed with moments people wanted to share. It captured the excitement of a superhero visiting your city combined with the humor of seeing Spider-Man experience Irish culture.
The content was designed for social sharing from the start. Every frame gave people something to talk about, screenshot, or send to friends. The organic PR and talkability followed naturally.
THE RESULTS
The 30-second video notched up over a million views online. Significant organic PR and talkability made it a standout campaign for Sony Pictures and Marvel Studios in Ireland.
People didn't just watch the video. They shared it. They talked about it. They debated which Dublin locations Spider-Man should have visited next. The campaign generated conversation that extended far beyond the paid media investment.
Spider-Man watching Kilkenny hurling became an instant meme. We told you first: Spider-Man does watch Kilkenny hurl in his downtime. That's the kind of cultural moment you can't script. You can only create the conditions for it to happen.
The activation proved that when you bring a global franchise to a local market with authentic creativity and cultural understanding, you create campaigns people actually care about sharing.
“We told you first: Spider-Man does watch Kilkenny hurl in his downtime!”
— Andrew Casey, CEO, Headcase