Action Comics No. 1
role
Creative Direction, Web Design
client
eBay, Verizon
recognition
year
2014
Overview
I partnered with eBay on a high-profile project promoting the auction of Action Comics #1, widely regarded as the “Holy Grail” of comic books and the first appearance of Superman. My role focused on web design and digital advertising, including display and native ad creative, as well as a homepage lockout that drove attention to the auction.
The Challenge
The project needed to balance two objectives: honoring the historic significance of Action Comics #1 while presenting it in a way that resonated with eBay’s broad global audience of 149 million buyers. The creative also had to convey credibility and exclusivity, reinforcing eBay as a trusted marketplace capable of handling a sale of this magnitude.
The Approach
I designed a visual system that celebrated the heritage of Superman while aligning with eBay’s contemporary brand identity. The creative direction drew on comic book iconography and bold storytelling, but was kept clean and modern for digital applications. Deliverables included responsive web design, native advertising, and display creative, all anchored by a homepage lockout that positioned the auction front and center. The campaign was crafted to capture both serious collectors and casual fans by combining nostalgia with polished digital execution.
The Outcome
The auction captured international attention and reinforced eBay’s role as a platform for one-of-a-kind cultural artifacts. A portion of the proceeds benefited the Christopher & Dana Reeve Foundation, underscoring the project’s charitable impact. For me, this project highlighted the power of design to connect pop culture history with a global audience, and remains one of my favorite examples of storytelling through digital campaign work.
