OMD Singapore, together with Omnicom Media’s content arm, transformed *SCAPE’s main plaza and skatepark into a living canvas for community co-creation. To further spark conversation and boost online shareability, OMD Singapore and Sony Pictures introduced a hyper-realistic CGI of Spider-Man swinging through the city’s buildings and landmarks. Irene Tay, marketing director, Sony Pictures Singapore, said: “Spider-Man has always been a very relatable hero. We wanted Singapore to fall in love again with the world’s beloved superhero. OMD Singapore and Sony Pictures recognised that audiences love Spider-Man not only for his action-packed adventures, but also because he is deeply relatable: the superhero makes difficult choices, experiences loss, and still chooses to show up and do the right thing.