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DC UNIVERSE
Follow Wonder Woman
Project Description
Client : DC Comics / DC Films
Location : Burbank, CA, USA
Target : DC Comic Super Fans / Superhero Movie / TV Series Fans
The Ask:
The CEO of Warner Brothers Kevin Tsujihara has had enough with the opinions on how DC could move forward and continue competing with Marvel, he wanted the facts. How should the universe be structured to compete? Should DC stick with their more serious, aesthetically dark look, or go more light-hearted and/or comical, as Marvel has? How did Wonder Woman succeed, was it because it empowered the fan base? Kevin wanted to know what a comic nerd thought the difference was between a Marvel superhero and a DC superhero, and if there are any DC-specific themes these comic super look for? Is superhero fatigue a thing? Will people get tired of superhero movies in the near future? Which brands should DC partner with? How is Marvel using TV differently than movies? (tonal difference)How should DC approach TV? Should DC focus more on non-white, male superheroes? How can DC make DC superhero fans into DC brand fans How has frequent rebranding damaged their brand equity?
The Challenge:
How can DC compete with Marvel?
The Opportunity:
Overall, there needed to be a radical simplification of the DC universe, and a focus on what really matters to the fans of traditional comics, movies, and T.V., the largest customer base.
The Solution:
Change the perspective from focusing on competition, to focusing on relatable characters individually, developed through good storytelling.
