Spider-Man: Brand New Day has had a lot of attention thanks to filming on public streets accessible to anyone, and all the set pH๏τos have me beyond excited. Spider-Man’s arrival in the Marvel Cinematic Universe (MCU) in Captain America: Civil War generated an enormous amount of excitement, which increased with each subsequent appearance.

As one of the most popular superheroes ever made, the excitement this character stirs up in his dedicated fanbase is off the charts. And with filming kicking off for the fourth official Spider-Man movie to come from Marvel Studios, the hero is going viral on social media.

This is largely thanks to the decision to spend time filming in Glasgow, Scotland, along several public streets. With the filming happening in such a public way, there are hundreds of pH๏τos and videos appearing all over social media, and it’s created a special buzz despite Spider-Man: Brand New Day still being nearly a year out from its theatrical release.

Spider-Man Has Never Felt More Real In The Brand New Day Set PH๏τos

The filming in Glasgow has generated a media frenzy, with outlets across the UK reporting on filming updates, and many fans are making the trek out to the city, myself included. For some, this is simply a day out to see a film production, but there are also many talented pH๏τographers capturing stunning images that make it feel real.

The resulting pH๏τos and videos have then been shared, resulting in a great deal of excitement online, with a recurring sentiment that these images are bringing the hero to life. This is particularly vivid when pictures appear featuring Tom Holland, or his stunt double, fully suited up, and children looking on at the hero.

In addition, some images are being edited and enhanced in such a way that it feels like they come straight from the finished film, but the fact that they’re just from a real-life street without the context of a film makes it feel more visceral.

Ultimately, these spectacular images (via X) make the idea and character come to life in a way that has never happened before, and can’t happen when the filming happens in a closed studio with no engagement or reaction from fans. It’s more like a Broadway show than a film with real-time audience responses.

The Spider-Man: Brand New Day Set PH๏τos Embody Everything Great About Spidey

This all adds up to creating the perfect setting and situation for a hero like Spider-Man. As the ‘friendly neighborhood’ web-slinger, Spidey is a hero of the people, who exists right next to ordinary people. Which also results in the idea that Spider-Man could be anyone underneath the mask.

Again, this has been captured in pH๏τos beautifully, as Tom Holland and/or his stunt double are performing with many young children watching on in Spidey costumes of their own, inspired by their favorite hero (via X). But, since the hero usually only exists on the big screen or on a set, the filming in Glasgow has created a unique opportunity.

There is an electric feeling around the city, which has managed to extend to the online community as they see these incredible images load up on their screens. Spider-Man has never felt more real, and Spider-Man: Brand New Day has managed to create the ultimate marketing campaign for the film while still in early production.

And somehow, this has allowed for the character to become more real than he has ever been before, connecting with real people and inspiring onlookers. It’s fascinating to see how much excitement is coming from just a few weeks of filming in a busy Scottish city.

The Spider-Man: Brand New Day Set PH๏τos Haven’t Spoiled Anything

But best of all, despite so many images circulating online, nothing has actually been spoiled. Sony was smart enough to tease and reveal the suit prior to filming starting on their social media accounts, which means the Spider-Man suit has already been officially unveiled.

And on top of that, the scenes being filmed depict an action sequence with Spider-Man swinging through the streets of New York (thanks to clever prop placements), and riding on the back of a tank. None of this is groundbreaking news, and action scenes in New York in a Spider-Man movie are expected, not a reveal.

So, in the face of countless images circulating online, Spider-Man: Brand New Day has managed to continue to avoid any major spoilers for the plot of the movie, while still generating enormous excitement for the upcoming project. All around, that’s an impressive achievement to pull off, and one worth celebrating.

Even having visited the actual set and seeing the area personally, I can only confidently say that a car chase and fight occur in New York. But that in no way takes away from how incredibly exciting it is to see the action play out in real-time. And the pictures have managed to capture the best moments of the filming.

With that in mind, Brand New Day is already proving to be one of the most thrilling and exciting projects to come from the MCU in a long time. And more than that, the way this organic virality is coming from people just being enthusiastic about what’s happening makes for a contagious excitement that continues to grow ahead of Spider-Man: Brand New Day’s release in 2026.