Introducing Jaime Reyes and his family to new viewers, with the comic-book details longtime fans would recognize.
Jaime Reyes’s family gave new viewers a way into the story. From there, the campaign could introduce the Scarab and the comic-book history that longtime readers brought to the film.
I worked on how the campaign described Jaime and how much it assumed people already knew. The details needed to fit his world while making sense to someone meeting Blue Beetle for the first time.
The family needed to
feel like people
Ángel Manuel Soto directed a film with a Latino writer and a primarily Latino cast. The campaign’s descriptions of Jaime and his family needed to reflect that specificity with care.
Four moments in the campaign, from the character reveal through release week. Each one asked the same question: what does this detail tell someone about Jaime?
I checked each reference against what it told viewers about Jaime, his relationships, or the danger he faced. That helped us introduce the character without assuming everyone knew the comics.
That kept the messaging close to the story while leaving room for the recognition longtime readers bring with them.
The copy gave longtime readers details to recognize and new viewers enough context to follow. On trailer day, outreach also took the campaign into the forums where fans were already talking.
On the day of the main trailer, specialized community outreach carried the campaign into the forums where longtime readers already talked.
Before release, I flagged 12 lore and character inconsistencies in the campaign copy. Fixing them helped keep the descriptions consistent with the character and his world.
The family emphasis mattered for the same reason. The technology could attract attention, but Jaime’s relationships gave people a way to care about what happened to him.
Release week kept those elements connected and tied character attention back to ticketing. Family-led vertical edits held attention longer.
Across tracked conversation on Reddit and Twitter through the campaign.
