On May 5th 2023, Marvel Studios’ Guardians of the Galaxy Vol. 3 premiered in theaters worldwide. Perception collaborated with Marvel Studios on this film to develop several world-building aspects, including organic technology designs and narrative features.
Perception is a visual effects and design lab based in New Jersey. Since 2009, Perception has collaborated with Marvel Studios to conceptualize technology and world-building strategies across over 30 films and television series. For Guardians of the Galaxy Vol. 3, Perception’s contributions included designing holograms, alien security UI, branding elements and billboards.
“Working in this world was a lot of fun because it was more than designing screens that would be touched and highlighted,” said Eric Daly, Director of Production. “Our work was often woven into the set or the scene around the action to help build the environment of The High Evolutionary and the world of OrgoCorp. It’s the kind of stuff where you pick up more detail on the 2nd or 3rd watch through.”
Some of the most critical moments of Guardians of the Galaxy Vol. 3 occur in environments based in organic material. To further support the story, Perception developed innovative methods to ensure that their world-building elements followed this same distinctive look.
“The aesthetic was very ‘meat’ influenced, which was an interesting creative challenge when we’re crafting technology and narrative elements,” said Greg Herman, Creative Director at Perception. “We used a pink, brown and red color palette for the branding pieces, along with tissue, bone and muscle transitions. Our security screens were shaped like eyes, and we even have subtle vein detailing throughout the UI.”
Perception also designed a unique opening Marvel Studios fanfare animation. To celebrate the third installment of this franchise, the team overhauled the entire sequence from concept art to footage from the vault with Guardians of the Galaxy imagery.
“Marvel Studios wanted to honor James Gunn and the adventures of the Guardians of the Galaxy with this logo animation,” said Doug Appleton, Chief Creative Director at Perception. “We explored incredible Guardians of the Galaxy concept art that we haven’t seen in years. It’s a powerful opening that celebrates this team and the journey of everyone who has worked on these films.”
Perception’s previous contributions to the Guardians of the Galaxy franchise included collaborating on Marvel Studios’ I Am Groot and the Guardians of the Galaxy Holiday Special, both of which contained custom Marvel Studios fanfare animations and title cards. Perception is honored to be part of the third installment in the Guardians of the Galaxy trilogy through their unique world-building features.
Perception is a team of design visionaries brought together to architect the future of technology for cinema, and the world’s most innovative companies. The two founders started the company in 2001 to pioneer a new era of motion graphics, becoming one of the first studios to blaze the trail of high-end visual effects all created on the desktop. In the last 22 years, Perception has evolved to break new ground in cinema and cutting-edge user experience design. The Perception team divides their days teleporting between the parallel dimensions of fantasy and reality. Whether working on the next superhero blockbuster or an intelligent and delightful experience for industries of the future, storytelling is at the very foundation of everything they do.
About Marvel Studios’ “Guardians of the Galaxy Vol. 3”:
In Marvel Studios’ “Guardians of the Galaxy Vol. 3” our beloved band of misfits are settling into life on Knowhere. But it isn’t long before their lives are upended by the echoes of Rocket’s turbulent past. Peter Quill, still reeling from the loss of Gamora, must rally his team around him on a dangerous mission to save Rocket’s life—a mission that, if not completed successfully, could quite possibly lead to the end of the Guardians as we know them.
The film stars Chris Pratt, Zoe Saldaña, Dave Bautista, Karen Gillan, Pom Klementieff, featuring Vin Diesel as Groot and Bradley Cooper as Rocket, Sean Gunn, Chukwudi Iwuji, Will Poulter and Maria Bakalova.
James Gunn is the director and also wrote the screenplay. Kevin Feige produces with Louis D’Esposito, Victoria Alonso, Nikolas Korda, Sara Smith and Simon Hatt serving as executive producers. Marvel Studios’ “Guardians of the Galaxy Vol. 3” opened in U.S. theaters on May 5.
Perception is an Emmy nominated design lab pioneering the visionary process of Science Fiction Thinking to architect the future. We divide our time equally between the parallel worlds of science-fiction—working with trailblazing filmmakers, and science-fact—collaborating with the world’s most innovative technology brands.