‘Marvel’-ing at the Magic of Viral Movie Moments

By Patrick Bohn, May 28, 2025

Greg Dunbar ’10 creates memorable social media content for Marvel films.

Greg Dunbar '10 at the premiere of Doctor Strange. (Photo submitted)

Greg Dunbar ’10 still remembers the “brain-melting" moment he had in a movie theater back in 2008.

“I had gone to see the original Iron Man with a friend, and the post-credits scene just blew my mind in terms of what it opened up in terms of narrative storytelling,” he recalled. “You could tell the people working on it had passion.”

Iron Man is credited with launching the Marvel Cinematic Universe (MCU), currently a multi-billion-dollar behemoth that consistently produces some of the industry’s biggest and most culturally significant films.

That spark led Dunbar to go from being the kid in the theater to an adult producing that memorable content tied into the films. As the global head of digital marketing and social media for Marvel and Searchlight Pictures, Dunbar and his team work with creators and influencers to create bonus content such as post-credit scenes and social media campaigns that give fans more of the characters they love. And the industry is taking notice of his skill.

Dunbar’s team earned a Clio Award for their work on a social media campaign for the 2024 MCU film Deadpool & Wolverine, including a very catchy number based on a dance number done by Deadpool in the opening credits of the film, set to the classic 1990s NSYNC song “Bye, Bye, Bye.”

“It's our job to find themes and moments that will thrive on social media, and that’s what I love being a part of.”

Greg Dunbar '10

The dance number caught on and became an internet sensation - mimicked by thousands across social media, something Dunbar loves to see.

How does a social media campaign like this get made?

“Obviously, something like this starts with great content from the film itself,” Dunbar said. “But then it’s our job to find themes and moments that will thrive on social media, and that’s what I love being a part of. Getting a chance to see what people did with the things my team created was fantastic.

“I think part of why my team and I are so successful is that we spend a lot of our own time embedded in these spaces,” Dunbar continued. “That makes it easier for us to see what resonates with an audience.”

And although it was Iron Man that opened his mind up to the creative storytelling power of film, it was, being on the set of a different movie, that set Dunbar on this career path.

“I was a cinema and photography major at IC and was taking part in the study abroad program with the London Center. I had an internship on the set of The Wolfman starring Benicio Del Toro and Anthony Hopkins. It was my dream internship, in part because the producer, Bill Carraro '81, really took me under his wing and was very generous with his time.”

Greg Dunbar '10

“I was a cinema and photography major at IC and was taking part in the study abroad program with the London Center,” he said. “I had an internship on the set of The Wolfman starring Benicio Del Toro and Anthony Hopkins. It was my dream internship, in part because the producer, Bill Carraro '81, really took me under his wing and was very generous with his time.”

“But the more we spoke, the more I realized that the production component wasn’t for me,” Dunbar continued. “I still loved film, but didn’t have the passion for production I saw from everyone else on set.”

Dunbar and his team at the premiere of Thunderbolts*

Fortunately, Dunbar’s Ithaca College education had prepared him for a pivot. A cornerstone of campus theory is the interdiscplinary learning that gave Dunbar the freedom to explore within his passion for film.

“I had a minor in Integrated Marketing Communications (IMC) and knew there would be a creative path for me there. So, I started leaning into those classes while taking courses in writing and web programming.”

After graduating, Dunbar secured a fellowship from the International Radio & Television Society Foundation, which placed him at Allied Film, a film marketing company working on promotions, publicity, and advance screenings of films such as Toy Story 3 .

While doing that, he connected with a member of their digital marketing department based out of Los Angeles named Dustin Sandoval, who is currently the global head of digital marketing and social media for Lucasfilm and 20th Century Studios at Disney.

“I learned more about what he did, and loved it, and when I heard he was going to be involved with an ‘Ask Me Anything’ (AMA) for actor Benedict Cumberbatch on Reddit, I took my shot and asked if I could be a fly on the wall observing it,” Dunbar recalled. “That was a space I felt naturally comfortable in, which I think helped me talk the talk.”

“I keep thinking about all the people who helped me when I was shooting my shot, so to speak. And I want to do the same for others. And the industry has evolved so much over the past 10 years, especially on social media. So if I can use my experience to be a mentor help people achieve their goals, that’s what I’m going to do.”

Greg Dunbar '10

“The response I got was ‘Why don’t you help me execute the AMA and help pick the questions for Benedict to answer?’” Dunbar continues. “I was incredibly nervous, but it was a great experience.”

The relationship he developed with Sandoval lasted for years and eventually drew Dunbar out west, where he’s risen through the ranks.

Now, he’s excited to help Ithaca College students make their marks in the industry.

“I’m actually meeting with a student from Ithaca right after this interview,” Dunbar said. “I keep thinking about all the people who helped me when I was shooting my shot, so to speak. And I want to do the same for others. And the industry has evolved so much over the past 10 years, especially on social media. So if I can use my experience to be a mentor help people achieve their goals, that’s what I’m going to do.”

Make Your Moments in the Park School

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