Black Adam

Entering a new age of DC and lighting up socials with the monumental arrival of the magnetic Man in Black.


DMM struck lightning with Warner Bros. on the social media campaign for DC’s game-changing, antihero awakening – Black Adam. The Man in Black sent us on a mission to shake up socials with dynamic creatives, copy and community management that matched the power of the unstoppable force himself.



As a new power approached, we aimed to get the adrenaline of audiences pumping and ready for action. We channeled our antihero’s electrifying intensity in each social creative, taking charge and leaving a mark with each design. Utilizing daring fonts supplemented by light effects and bold colors, we produced compelling creatives that built up the electricity and gave an edge to each social moment.

As Black Adam brought the power, we brought the energy. We amplified global tour stops in Mexico City, New York City, Miami, Toronto, Atlanta, London, and Madrid through a mix of stylized Instagram Stories and lively community management, electrifying audiences everywhere. We took the world by storm, hyping fans up for the long-awaited arrival of DC favorites, Black Adam and the Justice Society of America, with content that channeled the epic nature of the film.

Traveling city to city, our talent never failed to bring it. Anchored by Dwayne Johnson, the cast of the film leaned into their electric chemistry to create content and actively supported the film on their social channels. Their passion around this project gave us a secondary content stream for our pages, sharing and reposting their posts throughout the campaign.

We kept this energy up in the social sphere, bringing the electricity of Black Adam to our tone of voice and community management. Our voice oozed confidence and packed a punch with each line of copy. We struck a balance between energizing and serious, mixing bold claims and dry sarcasm to encapsulate the overall tone of the film.

We spread the message of the Man In Black to all corners of the internet, engaging with reviews, reactions, cosplay, and fan art to keep fans buzzing about Black Adam. As his arrival drew nearer during release week, we ramped up our community management efforts to keep our pages top of mind on socials, and also regularly sourced fan tweets for Dwayne Johnson to engage with. Our combined forces ensured fans knew to catch Black Adam on the biggest screen possible.


After 5,000 years, Black Adam broke free, generating 222.8M engagements and 17.7M impressions across Instagram, Twitter, Facebook, and TikTok. In his rise to power, fans witnessed history as Black Adam became the biggest box office opening of Dwayne Johnson’s career. Together with a 90% Audience Score on Rotten Tomatoes and topping box offices as the #1 Movie, the film further flexed the strength of DC’s latest addition as unbeatable, unbreakable, and unstoppable. With a campaign as immense and disruptive as Black Adam himself, we helped usher in a new era, forever changing the hierarchy of power in the DC universe.