Sony Picture’s Spider-Man: Across the Spider-Verse Campaign
Towards the end of 2022, Flowers Foods was approached by Sony Pictures about the possibility of a promotional tie-in with Tastykake. Tastykake was our primary cake and snacking brand that was founded over 100 years ago, in 1919. Sony wanted to use their upcoming animated movie, Spider-Man: Across the Spider-Verse, as the tie-in IP.
Much like our work on Disney’s Frozen II campaign, the team set out to create captivating artwork on our packaging, in-store, and OOO (out-of-home) displays.
With Tastykake’s presence growing nationwide, it made sense for Sony to pick the snacking brand, which has become a favorite indulgent treat among younger people and those who’ve grown up with the east coast snacking juggernaut.
This promotion excited the team, as we’re all fans of Spider-Man and the first movie. It also gave us the ability to include some very cool design elements, ripped right from the film and the comic books, like fonts, hash tone patterns, and plenty of cool “wormy dealies” (a northern slang for cool, random accents and wavy lines).
Building the concept
Obviously, when tasked with creating a promotion utilizing a very public and fan-favorite character from comics, it can be a bit daunting. But the team and I were ready for the challenge.
We started off by combing through all of the provided assets from Sony, then we began to concept different layouts, as Tastykake has a wide variety of products that come in many different form factors. We needed to make sure we had a consistent look that worked across all of the selected products that would be used during the campaign.
Much like Disney, the folks at Sony were very impressed, and the approval process for the “initial” design went smoothly. Then we began to spread the approved design to the rest of the product lineup.
“Creativity is seeing what others see and thinking what no one else ever thought.”