Sony Pictures has appointed PLAY to bring the digital home entertainment release of Spider-Man: No Way Home to life over the coming months.

PLAY was handed the brief following a competitive 4-way pitch, and is tasked with driving a series of creative activations ahead of the digital home launch.

Lucy Preacher, Head of PR and Partnerships, at Sony Pictures added: “Spider-Man: No Way Home has blown cinema audiences and records away with its phenomenal theatrical performance. As you’d expect we are making huge plans for its release on Home Entertainment. PLAY’s pitch was digital-first and tapped into modern culture which entirely answered the brief for this gargantuan franchise. PLAY is a breath of fresh air and we love what they stand for, with a LGBTQ+ lead, female leadership and a focus on diversity.”

Following smashing records when released in cinemas in December 2021, the film is currently the 6th biggest box release in history and the number one superhero movie of all time.

PLAY’s founder Rowan Adams commented: “This is game changing moment in the history of PLAY. To be working on a franchise as big as Spider-Man is utterly thrilling, and we can only thank Sony Pictures for betting on the challenger in agency world. We are turning 2 in March, so the cake has to be Spider-Man themed, right?”

PLAY launched in March 2020 and has worked with over 30 brands since opening its doors including broadcaster Channel 5, online card store Moonpig, and the subscription service Craft Gin Club.

Recent wins for PLAY include paint-and-sip entertainment venue Pinot & Picasso, period pants brand WUKA and Viacom CBS streaming service Pluto TV.

In October 2021, PLAY was named Best New Consultancy at the PR Week Awards.