Superman soars above The Shard in next-level publicity stunt
By James Herring on Tuesday, July 1, 2025
In a stunt that makes traditional OOH look tame, Superman has taken flight above The Shard.
pictures courtesy Warner Bros UK
Suspended more than 300 metres in the air, an 11ft sculpture of DC Studios’ new-look Superman hovers inside the spire of London’s tallest building – thanks to the efforts of the Warner Bros UK marketing dept.
pictures courtesy Warner Bros UK
The activation, timed ahead of James Gunn’s reboot hitting UK cinemas on July 11, takes the film’s tagline “Look Up” literally.
And judging by the swarm of early-morning smartphone lenses and Daily Planet-branded helicopter fly-by, it’s working.
The resin structure was assembled on The Shard’s top platform before being hoisted into place in the early hours.
London! Look up over The Shard! #Superman is in theaters July 11. pic.twitter.com/JExTxrkyuz
— James Gunn (@JamesGunn) July 1, 2025
It took four months, 2,000+ hours, and a crew of 20 to pull it off – plus the blessing of Gunn himself, who called the sight “mind-blowing.”
