DC Studios’ Superman 2025 Campaign: How The Shard Became a Skyline Stunt

Truene Creative
Jul 15
3 min read

At 5am on 1st July, early risers in London looked up to find something unexpected: an 11-ft, 120 kg Superman 2025 sculpture installed 300 metres high on The Shard’s spire, complete with the “Look Up” campaign tagline.

It wasn’t CGI, it was a masterpiece of steel, fibreglass, and eco-resin Superman statue, built from a 3D scan of actor David Corenswet (Superman), and installed by a 20-strong team over four months and 2,000 hours. But after all this work, did the marketing stunt actually work?

Stunt stats:

Height of statue: 11 feet
Weight: 120 kg
Altitude: 310 metres above ground (The Shard’s spire)
Visibility range: Up to 40 miles
Material: Steel, fibreglass, and eco-resin
Build time: 4 months
Total hours: 2,000+
Team involved: 20 people
Date installed: 1st July 2025, 5am
Campaign name: Look Up
Claim to fame: Highest public sculpture ever installed in the UK

James Gunn, director and DC Studios co-chair, called the The Shard Superman sculpture “mind-blowing.” Daniel Fulbrook from The Shard’s management described it as “surreal” and “a bold, breathtaking way” to remind London that Superman 2025 stands for hope.

Let’s be honest: this was less about art and more about grabbing eyeballs and, sure, some jaw-dropping reactions for the Superman movie London campaign. (Mission accomplished.)

But... the stunt wasn't without its critics.

Some questioned the investment in such a grand gesture for a film that’s already been met with scepticism. James Gunn’s Superman 2025 has faced scrutiny from long-time DC fans over casting changes, a franchise reboot, and concerns about the film’s tone following mixed reactions to previous DC outings. For those unconvinced by the direction of the new DC Universe, the towering sculpture felt more like smoke and mirrors than meaningful promotion, raising questions about whether big-budget stunts can really sway public perception.

Our penny's worth:

We found the stunt impressive in scale, but I’m not convinced spectacle alone can win back audiences. If the film’s tone and storytelling don’t hit, even a 120 kg Superman on The Shard won’t save it.

Big campaigns are bold, but they also raise expectations, and that’s a risk. In an era where audiences are increasingly sceptical of cinematic reboots and superhero fatigue is real, marketing can’t just be loud, it has to be earned.

This felt like a clever, visually striking move, but without a strong film to back it up, it risks becoming a headline with no staying power. At worst, it could amplify disappointment if the final product doesn’t meet the hype. Great marketing should support a great film—not mask a mediocre one.

That said, if Superman 2025 lives up to the ambition behind its campaign, this might just mark the start of DC finding its footing again, not through nostalgia, but by genuinely resetting the tone.

Let's breakdown the results of the stunt:

#LookUp trended on X (formerly Twitter) within hours of launch
Over 12 million views in the first 48 hours across social platforms
More than 65,000 social shares and reposts
Featured in 150+ global media outlets, including BBC, Sky News, Variety, and The Guardian
Generated widespread organic coverage across TikTok, Instagram, and LinkedIn
Boosted Superman 2025 search interest by 230% in the UK (Google Trends, 1–3 July)

Numbers don't lie. The stunt clearly had a big impact. But why?

Scale meets emotion: A mega eco-resin Superman statue on a London icon like The Shard isn’t just unexpected it’s unforgettable for Superman movie London fans.
The precinct of possibility: Build it out of eco-resin, secure it with cables, have Daily Planet helicopters circle it’s big, visible, shareable theatre for DC Studios Superman.
Layered execution: It wasn’t just a spire stunt; Daily Planet kiosks and appearances by David Corenswet, Rachel Brosnahan, and Nicholas Hoult blurred the lines between fantasy and morning commutes, amplifying the Look Up campaign.

Yes, it cost money. Yes, it screamed “movie promo.” But guess what? London loved the Superman 2025 spectacle cameras up, social feeds buzzing with the The Shard Superman sculpture, creating real-time hype. Mission: achieved.

By turning did-you-hear-about-it chatter into day-one excitement, the Look Up campaign marched into cinema-hell week (film dropped 11 July) with unstoppable momentum. Londoners were complicit in broadcasting the James Gunn Superman launch.

Superman 2025 will be released in UK cinemas on 11th July 2025. Watch this space.