Superman flexes on The Shard in what might be the stunt to beat this year

There’s a new Superman film afoot, and to mark the occasion, Warner Bros UK have embraced an unforgettable bit of experiential...

Putting new meaning on the phrase ‘hero image’ (I stole that joke from senior creative Adrian Lee FYI), Londoners were treated to a striking sight on July 1 as an 11-foot sculpture of Superman, modelled after actor David Corenswet, was suspended over 300 metres above the capital within the spire of The Shard, the UK’s tallest building.

The one-day installation, orchestrated by Warner Bros UK, marked the highest-ever public sculpture display in the UK and served to promote DC Studios’ ‘Superman’, directed by James Gunn, set for release on July 11.

The campaign, tied to the film’s tagline “Look Up”, invited onlookers to spot the 120kg figure, visible up to 40 miles away, as it hovered in a dynamic pose with one leg bent and head tilted downward, as if watching over London. The stunt, which included two ‘Daily Planet’-branded helicopters circling the sculpture, drew crowds to vantage points like Borough Market and Southwark Bridge.

Super(b) effort

Crafted over four months with more than 2,000 hours of work by a team of over 20, the sculpture was constructed from nine complex sections using a welded steel framework and a fibreglass body moulded in eco-friendly resin, secured by galvanised steel cables.

The figure was assembled at The Shard’s top platform and hoisted into place at 5am on 1 July. The design relied on 3D scans of Corenswet, taken during production, with extensive references to ensure accuracy in the costume and cape.

James Gunn, writer, director, and co-chairman of DC Studios, praised the stunt, saying: “To see such a realistic depiction of our Superman displayed on the top of The Shard is mind-blowing.”

Our take

It feels like the experiential industry’s superpowers are returning this year, after a notable absence of viral, visually impressive 'IRL' hype for a lot of film releases.

We first noticed the return of the trend with ‘Wicked’’s marketing campaign, before Tom Cruise’s impressive ‘Mission: Impossible’ climb on the BFI IMAX.

The recent ‘Superman’ stunt, however, has the stakes arguably even higher (literally) as it prepares to launch the new DCU franchise.

Initially, we were sceptical about the vantage point of viewers not allowing a good view of the sculpture, but after hearing about the ‘on the ground efforts’, it seems they had their bases covered. It's also good to see a stunt that cements the iconic status of The Shard.

These sorts of activities work well for marketing purposes, as they’re the sort of QI (‘Quite Interesting’) thing in anyone’s day that makes for an instant ‘water cooler’ topic of conversation.

Here’s to more heroic creative stunts in the near future.