Dark Phoenix

20th Century Fox
X-Men: Dark Phoenix

20th Century Fox
Dark Phoenix

  • Strategy
  • Advertising
  • Digital
  • PR
  • Social Media
  • Content
  • Audio Visual
  • Design

The challenge

Surpass expectations and re-ignite fans’ passion for the X-Men series franchise with an exciting new approach, in a competitive superhero market.

Creative strategy

Starting digital strategy work with the international team from the get-go back in 2017, we positioned Dark Phoenix as the last X-Men ensemble movie of its era, using its darker and more dramatic tone to set it apart from previous films.

In the UK, we executed a Digital PR and Social Media campaign that generated out of this world online media buzz and super-powered excitement among fans old and new.

Dark Phoenix Social Campaign

Maximising access to the star-studded cast and filmmakers, we secured bespoke interviews with the likes of Sophie Turner, Michael Fassbender, James McAvoy and Jessica Chastain across highly targeted outlets such as LADBible, IGN, GamesRadar+, Stylist.co.uk, Metro.co.uk, MTV Movies and leading influencer Hazel Hayes.

We celebrated ‘X-Men Day’ (13th May) by gifting key media and influencers X-Men Day branded, cosmic-flare inspired pizzas, which they shared across their social channels using the dedicated hashtag. We also launched an array of strategic and creative assets across the Fox channels, generating much excitement and engagement among audiences.

We invited top UK cosplayer influencers to attend an exclusive fan footage event held in Central London, which comprised of a Q&A with the cast and exclusive screenings of film content as part of a reader promotion with Empire Magazine. We also organised multiple cosplayer influencers to attend London MCM Comic Con to take part in the immersive Dark Phoenix activity and share content to their thousands of followers.

Our campaign kept audiences engaged throughout the months prior to release with a constant stream of content and activity. From producing 60” social videos that were shared on 20th Century Fox, X-Men, and talent social channels, to creative interview content with the cast and filmmakers that engaged existing fans, as well as attracted new ones.


Social content with 7 targeted niche superhero fan influencers achieved 290K+ views and 5.9K engagements.

44 interviews with 18 online media, 2 influencers, 9 cast members and filmmakers.

Widespread coverage with multiple pieces across 50+ female, male, national and entertainment outlets.