Creator Economy Flies High: “Superman” and TikTok Star Amaury Guichon Reimagine the Daily Planet

By Morgan Barclay, SVP of Strategy, QYOU Media

At QYOU, we’re always chasing that sweet spot where Creators, Culture and Content collide just the right way. Our latest campaign with Warner Bros. for Superman is an excellent example of this magic in motion.

With Superman flying into theaters on July 11, Warner Bros. challenged us to create a campaign that felt iconic, cinematic and shareable while being fresh, creative, and capable of reaching fans far beyond the traditional superhero circuit. Enter Amaury Guichon.

If you’ve spent time scrolling through TikTok or Instagram (and we all have, that’s for sure), chances are you’ve seen Amaury’s work. The world-renowned chocolatier has built a massive following (52M strong) by sculpting impossibly detailed creations from chocolate – dragons, violins, clocks, even roller coasters. For Superman, we knew we had to go big. So we brought Amaury back for a second Warner Bros. collaboration to build something truly symbolic: a full-scale replica of the Daily Planet globe. Made entirely out of chocolate, of course.

Through Amaury’s lens, we reimagined Superman’s most iconic symbol, nostalgic yet entirely new. It’s a love letter to the franchise told through craft, creativity and a soaring sense of hope.

Multichannel Approach

What made this campaign culturally resonate wasn’t just the sculpture (though, wow) but how we architected the storytelling and distribution. This wasn’t a single-platform stunt but a carefully orchestrated rollout across digital and traditional media channels.

• Long-form video on YouTube took viewers behind the scenes of the build, letting fans marvel at every detail.

• Short-form content on TikTok, Instagram, and Facebook teased the reveal and drove virality across social media.

• In a first for a campaign like this, a 30-second cut of the build aired on Food Network, marking a growing trend: creator-led content making its way into traditional TV media.

This evolution matters. Now creators are stepping into broader media ecosystems and reshaping them and increasingly showing up in places audiences don’t expect, from late-night TV to out-of-home billboards to prime-time spots. The walls between platforms? They’re crumbling unlike Amaury’s editable works of art.

The Right Creator > A Big Creator

Here’s the thing about creator strategy: it’s not just about reach. It’s about resonance. Yes, Amaury has an enormous following. But more importantly, his work is pure craft. It’s cinematic. It’s mesmerizing. It draws viewers in with wonder and holds their attention with artistry.

That’s why he was the right fit not just once, but twice—first with Wonka, where he recreated a chocolate suitcase that helped drive over 248M views across social media, and now with Superman. His creations don’t just feel like ads. He translates IP into something shareable and special. That’s the new bar.

At QYOU, we talk a lot about “format-first thinking.” What’s the best format to tell this story in a way that feels natural to the creator and magical to the audience? For Amaury, the intricate, slow-burning builds unfold across time-lapse. For Superman, it was capturing a moment of transformation, turning sugar and cocoa into something super.

The Future Is Creator Built

This campaign isn’t just a fun one-off; it’s part of a bigger evolution reshaping how stories are told, audiences are reached, and media is defined. The creator economy has matured into a cultural powerhouse, and it's finally bending the rules of traditional media.

Per a mid‑year forecast from WPP, in 2025, ad revenue generated by creator-driven platforms like YouTube, TikTok, and LinkedIn is expected to exceed the $235 billion brought in by traditional media (TV, print, audio, and cinema), marking a pivotal moment in media evolution (Business Insider).

This isn’t marginal growth, it’s a super-seismic shift. A great creator’s time‑lapse build doesn’t just break the internet; it lands and resonates on the Food Network. A 15-second TikTok can drive more engagement than a polished TV spot. Creators aren’t limited to feeds anymore. They’re showing up on screens big and small, in theaters, on billboards, and rewriting the rules of storytelling as they go.

That’s why this Superman × Amaury activation hits differently. It’s not just chocolate or a movie promo. It’s a cultural collision: a beloved IP, a visionary studio, a master creator, and a format-first strategy that transcends platforms.

At QYOU, we’re here for it. We’re not just making content, we’re building culture, one collaboration at a time.