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Sc. 01 · The Batman
The Batman, clad in his signature suit, stands silhouetted against a striking red backdrop, illuminated by rain.
← All work
01 · Film · 2022

The
Batman

A campaign built on what it held back. Clues first, showtimes always one tap away.

2.

Presale. Ticketing post.

One post. Atmosphere first, then the dates.

The campaign

(atmosphere)

The truth about Gotham is coming.

Then the details: tickets from February 10, in theaters March 4.

Cut to:

April. Home release.

The job has changed. People need to know they can watch at home.

The campaign (cont’d)

This is your signal.

Client
Warner Bros. Pictures
Role
Digital strategy lead
Discipline
Launch and release social copy
Year
2022
850M
Total social impressions
Sc. 01A · The briefPresale to streaming
The idea
A campaign built around what it would not say

The campaign introduced the mystery through clues and fragments. I wrote copy that gave fans something to examine while keeping dates, ticket links, and later home-release information easy to find.

The film opened March 4, 2022. The copy’s job was narrower than it sounds. Keep a detective story mysterious for months, and never make a fan hunt for a showtime.

“

The campaign needed to keep the mystery intact. I wrote posts around clues fans could discuss, with the release information close at hand.

Sc. 01B · The copyThree posts, one voice

The copy, page by page.

Post 01 · Presale@TheBatman
The Batman presale post image

The truth about Gotham is coming.

01
01Presale

Two sentences, two jobs

“The truth about Gotham is coming” opened one ticketing post. The next sentence supplied the practical details: tickets from February 10, in theaters March 4. The atmosphere gave someone a reason to pause; the dates made the post useful.

A character tease called for less explanation. “He’s part of this too” gave fans a clue and left them room to interpret it, with the ticketing information kept alongside for anyone arriving late.

What it delivered
Tickets from February 10 · In theaters March 4
02
02Home release

Carrying the voice into the next release window

By April the job had changed. People needed to know they could watch at home.

“This is your signal” tied the announcement back to the film, and the next line carried the plain information: stream on HBO Max and own on Digital that day. Same voice, different assignment.

What it delivered
Stream on HBO Max · Own on Digital
Batman and Catwoman at sunset
The Batman vertical key art
03
03Trailer and presale

Letting the Riddler do the talking

When the trailer and the presale window lined up, the most useful thing the copy could do was get out of the Riddler’s way. Posts pointed people toward his experience, gave them a reason to go look, and kept the ticket link one tap away.

The save count showed how often people kept a post. It couldn’t tell us what they did next.

Result
2.4× higher save rate than standard key art
Sc. 01C · By the numbersFour-week release window

What the release returned

850M
Total social impressions

Across the four-week release window. That number belongs to the whole campaign. My part was the launch and sustain copy.

Engagement rate
11.5%
On the core social posts
Acquisition cost
−22%
Lower cost to reach likely ticket buyers, against comparable launches
Higher save rate
2.4×
Clue-led character posts compared with standard key art
Sc. 01D · Inside the caseTrailer and key art

Clues in the craft

The Batman, clad in his signature suit, stands silhouetted against a striking red backdrop, illuminated by rain.
Video
The Batman · Trailer
Overhead flare scene
Overhead flare scene
The Batman vertical key art
The Batman presale post image
Production credits
Image from the About page
RoleDigital strategy lead
DisciplinesLaunch copy · Release social · Ticketing
CollaboratorsWB digital marketing · Agency collective
RecognitionFranchise-record pre-release reach
Superman flying up through clouds
Next · Sc. 02 · Film · 2025
Superman
Script coordination · DC Studios / Warner Bros. Pictures
The Batman, clad in his signature suit, stands silhouetted against a striking red backdrop, illuminated by rain.
← All work01 · Film · 2022

The
Batman

A campaign built on what it held back. Clues first, showtimes always one tap away.

2.

Presale. Ticketing post.

One post. Atmosphere first, then the dates.

The campaign

(atmosphere)

The truth about Gotham is coming.

Then the details: tickets from February 10, in theaters March 4.

Cut to:

April. Home release.

The job has changed. People need to know they can watch at home.

The campaign (cont’d)

This is your signal.

Client
Warner Bros. Pictures
Role
Digital strategy lead
Discipline
Launch and release social copy
Year
2022
850M
Total social impressions
Sc. 01A · The briefPresale to streaming
The idea
A campaign built around what it would not say

The campaign introduced the mystery through clues and fragments. I wrote copy that gave fans something to examine while keeping dates, ticket links, and later home-release information easy to find.

The film opened March 4, 2022. The copy’s job was narrower than it sounds. Keep a detective story mysterious for months, and never make a fan hunt for a showtime.

“

The campaign needed to keep the mystery intact. I wrote posts around clues fans could discuss, with the release information close at hand.

Sc. 01B · The copyThree posts, one voice

The copy, page by page.

Post 01 · Presale@TheBatman
The Batman presale post image

The truth about Gotham is coming.

01
01Presale

Two sentences, two jobs

“The truth about Gotham is coming” opened one ticketing post. The next sentence supplied the practical details: tickets from February 10, in theaters March 4. The atmosphere gave someone a reason to pause; the dates made the post useful.

A character tease called for less explanation. “He’s part of this too” gave fans a clue and left them room to interpret it, with the ticketing information kept alongside for anyone arriving late.

What it delivered
Tickets from February 10 · In theaters March 4
02
02Home release

Carrying the voice into the next release window

By April the job had changed. People needed to know they could watch at home.

“This is your signal” tied the announcement back to the film, and the next line carried the plain information: stream on HBO Max and own on Digital that day. Same voice, different assignment.

What it delivered
Stream on HBO Max · Own on Digital
Batman and Catwoman at sunset
The Batman vertical key art
03
03Trailer and presale

Letting the Riddler do the talking

When the trailer and the presale window lined up, the most useful thing the copy could do was get out of the Riddler’s way. Posts pointed people toward his experience, gave them a reason to go look, and kept the ticket link one tap away.

The save count showed how often people kept a post. It couldn’t tell us what they did next.

Result
2.4× higher save rate than standard key art
Sc. 01C · By the numbersFour-week release window

What the release returned

850M
Total social impressions

Across the four-week release window. That number belongs to the whole campaign. My part was the launch and sustain copy.

Engagement rate
11.5%
On the core social posts
Acquisition cost
−22%
Lower cost to reach likely ticket buyers, against comparable launches
Higher save rate
2.4×
Clue-led character posts compared with standard key art
Sc. 01D · Inside the caseTrailer and key art

Clues in the craft

The Batman, clad in his signature suit, stands silhouetted against a striking red backdrop, illuminated by rain.
Video
The Batman · Trailer
Overhead flare scene
Overhead flare scene
The Batman vertical key art
The Batman presale post image
Production credits
Image from the About page
RoleDigital strategy lead
DisciplinesLaunch copy · Release social · Ticketing
CollaboratorsWB digital marketing · Agency collective
RecognitionFranchise-record pre-release reach
Superman flying up through clouds
Next · Sc. 02 · Film · 2025
Superman
Script coordination · DC Studios / Warner Bros. Pictures