Marvel Studios reached out to us to help generate a range of various designs for the movie The Avengers. Already in the post production phase, Marvel knew from past projects that we would be able to jump aboard this fast moving freight train with the speed and agility to keep up with a massive scale project that was still taking shape.
ACURA SMART GLASS
One of the first sequences our team was asked to work on involved Steve Rogers (aka Captain America) becoming accustomed to the modern world. As he wanders the streets of New York, he walks past an Acura dealership with a sophisticated holographic or “smart glass” display. We explored numerous options to give director Joss Whedon a choice as to how advanced the display should be.
We took the time to develop the options into motion-tests, which helped accentuate the level of detail and sophistication within the graphic elements.
The Avengers Acura Smart Glass Visualization Alternate Design
The second test was more restrained, giving the display a more present-day feel. This approach was ultimately selected for use in the film.
THE WORLD SECURITY COUNCIL
In anticipation of additional sequences being filmed, we worked closely with Marvel’s VFX Supervisor Janek Sirrs in creating a range of stylistic approaches that would define the mysterious World Security Council. Marvel provided this key reference to give our team inspiration of how the World Security Council has always been rendered in the comic books.
As Marvel was already running at full tilt preparing for reshoots, we provided some relief by quickly shooting a range of lighting tests, allowing Director Joss Whedon to determine the most appropriate look for the sequence, without the need for on-set experimentation.
In addition to natural lighting set-ups, we explored a range of graphic treatments inspired by the comic books reference. These approaches range from visual distortion to abstracted facial recognition to digital encryption.
Although the team at Marvel ultimately opted to go with a strictly live-action presentation, during development Joss Whedon and Janek Sirr’s were excited by the graphic concepts that we produced in these motion tests.
The Avengers: World Security Council Visualizations
The approved direction was a stylized treatment that revealed aspects of the character’s identities, while still suggesting a sense of uncertainty. The test was further developed during filming, evolving into the sequence seen in the final film.
We were also tasked with creating new content for the main display onboard the Quinjet. Each of the concepts explored were designed to have a Military-like utilitarian approach, as well as being created to match an array of existing displays, all shot practically.
The Avengers Quintet Cockpit-Interface and Screen Design Visualization
We also explored various designs for the layout of Pepper Pott’s cell phone featured in the climax of the film. These designs ranged from something that would feel like an evolution of Tony Stark’s “Stark-Tech” phone, to something more like a consumer-grade Stark Phone.
Pepper's Phone - In Scene
The approved direction was a stylized treatment that revealed aspects of the character’s identities, while still suggesting a sense of uncertainty. The test was further developed during filming, evolving into the sequence seen in the final film. We were honored to join the Marvel Studios team to contribute to the greatest team up film of all time!